Mailers Ramp Up Modeling
By Giselle Abramovich, excerpt from DM News
March 12th, 2007

List rental trends across all segments show that mailers are exploring more modeling opportunities and bargaining on list rental costs to fight slow response rates, per leading list professionals. Mailers also have been refining their selection criteria to improve performance.

Matt Mader, executive vice president at Teramedia Corp., Orlando, FL, recommends that direct marketers use the summer to first analyze and then enhance their in-house lists to increase their insight and reach.

“A small investment now could dramatically improve profitability in the fall and winter,” he said.

Kim Wiede, senior list manager at Teramedia, said mailers needed to test new strategies across multiple channels. For example, a mailer might want to send two messages, a postal mailing and a follow-up e-mail.

She also recommends that mailers re-examine the basics and make sure all marketing messages have cross-channel consistency.

“We recommend that our mailers look at all list channels, even if they have tried them in the past,” Ms. Wiede said. “Using multiple channels is becoming increasingly important.”

###

Teramedia is a provider of list management, brokerage and data append and hygiene services in Orlando, FL. and is quickly becoming a dominant player in the multi-channel sector of the list industry, by providing the unique and highly deliverable lists for direct mail, opt-in email, telemarketing and data append initiatives. For more information call Teramedia at 407.420.1108 or visit http://www.teramedia.com/.

(go back)