Gary Hennerberg

"A ZIP code model is an inexpensive tool you can use to increase the profitability of a mailing list. Best of all, you can create a ZIP model using a spreadsheet. ... This model often reveals that ZIP codes in the top one or two deciles (10 percent to 20 percent) usually have a much better than average performance level, while the bottom one or two deciles often drag down average performance." —-Gary Hennerberg in his book "Direct Marketing Quantified: The Knowledge is in the Numbers," published by Target Marketing, www.targetmarketingmag.com/bookstore

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct’s vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value.

You have a slew of choices when trying to reach prospects without paying postage, including direct response space advertising, broadcast and other channels. By Denny Hatch It is imperative to determine the lifetime value of customers by source. Robert Hackett, RRD Direct's vice president of sales, provides the following formula: Lifetime value is a function of frequency of purchase, multiplied by the gross margin, multiplied by the duration of brand loyalty. What can you afford to pay for a new customer? To make that determination, Gary Hennerberg of the Hennerberg Group suggests you take the following steps: --Research customer lifetime value. --Calculate