Marcia Kadanoff

Direct / Database Marketing

Customer Avoidance

The Lake Wobegon effect: Or how to avoid the customers you wish you didn’t have Garrison Keillor’s radio show, A Prarie Home Companion, originates from the mythical Minnesota town of Lake Wobegone, where “the women are strong, the men ...

Evaluating DM Creative

While there are lots of different form factors used in direct marketing, a letter inserted in a #10-window envelope remains the single most common format. This type of package can be broken down into 7 distinct surfaces. Here are some simple guidelines on ...

Direct Marketing books

Ronald G. Drozdenko and Peter Drake – Optimal Database Marketing Good guide to analytic techniques, especially now that the “the big red book” (referenced below) is out of print. Lois K. Geller – Response: The complete guide to ...

DM Rules

Not Your Father’s Direct Marketing Direct marketing – ‘dem rules were made to be broken Believe it or not, half of all consumers file their direct mail in the circular file. Instead of blaming the medium itself, though, we should be ...

RFM Analysis

Zoning and Cloning your Best Customers; Avoiding the Worst Before the bubble popped in April of 2000, all that mattered for a new economy company was to get big fast, which in turn meant acquiring customers at any cost. Well, Toto, we aren’t in ...

Retention 101

Towards Relationship Marketing Three fundamental building blocks of any relationship marketing program: Recognition, Reward, Shared Purpose The computer biz is aging fast. If you want proof, you need only attend PC Expo and go eyeball to eyeball with ...