With spam unabated and the potential for marketers to pay postage for e-mail looming, now's the time to look long and hard at your database. Plan to mail less. Generate more revenue from fewer e-mail campaigns.

It may sound paradoxical, but it's true. An additional consideration is decreasing unsubscribe rates. Judging from responses to previous columns on database segmenting, more education is warranted in this area.

It's time you, or someone in your company, become the chief slice-and-dice officer, the person responsible for analyzing your database and figuring out how to carve it into meaningful subsets with higher response rates than the list as a whole. The primary tools at the Slicer/Dicer's disposal are reverse e-mail appending and data enhancement.
Read Article >> Posted by: DTB at 9:42 PM  |  Permalink