Paul Kuhlman

While your mailing list is the most important asset in your catalog business, your in-house database is the key to optimizing your mailing list. Relational databases are powerful marketing tools that allow catalogers many opportunities for understanding their customers and learning how to mail smarter. How do you use your database to its full potential? Dave Kuncicky, chief executive officer of equine catalog Chamisa Ridge, uses his company’s database to segment its customer base into product categories and to “find interesting things about customers. If you have several nonintersecting groups of customers based on what they buy,” he says, “you find two classes of customers

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