A List Primer for Product Side Management
The closer you stick with product offering’s affinity, the better for your results. For instance, your house list will always yield the best response. If you’re a consumer mail order cataloger, stay away from compiled lists and stick with response lists unless you have such a small list that you’ve exhausted all possible names of mail order buyers. From a product affinity perspective, the response list that most closely resembles your customers will most often return the best response rate.
If you are a B-to-B marketer, then you may want to delve into the compiled list world.
Why? Stay tuned to my upcoming blogs, and I’ll explain why B-to-B and B-to-C catalog marketing efforts have very different list demands. We’ll also look in to some basics on list brokers and how to choose the right one, as well as other list concepts like circulation planning, RFM analysis, catalog co-op databases and models in the coming weeks.
Speak to you next week.
Jim Gilbert is president of Gilbert Direct Marketing and a professor of direct marketing at Miami International University of Art and Design. He can be reached at firstname.lastname@example.org.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.