Complete Direct Mail List Handbook: Everything You Need to Know About Lists and How to Use Them for Greater Profit
|Rating||:||4.36 (983 Votes)|
|Number of Pages||:||744 Pages|
Well-known direct mail authority provides tricks-of-the-trade in list development. These helpful tips provide a thorough analysis of every criterion which differentiates one list from another, or one segment of a given list from another.
"The secret sauce in using lists for profit" according to Amazon Customer. Ed Burnett does a great job in giving a very practical education on list usage. He illustrates many fundamentals but also shows some tricks used by the old masters at Sears catalog, Lands End and other premier catalogers. An example of this is how to use the last digit of the zip code in order to create a random sample that does not introduce bias into your mailing. This is a short cut that can be very useful when your mail plans h