The merge/purge process is one of the most significant data processing functions a direct marketing business tackles. It’s clear with rising paper, postage and list costs that there’s never been a more important time to make sure you’re getting the most out of your merge/purge and list work. Continue reading
The term “merge/purge,” though frequently tossed around by direct marketers, is often both misunderstood and underused. Direct marketers have a lot to gain from understanding its many specialized facets and how project-level or customized merge/purge can put them in command of making their data achieve virtually any goal. It is important to remember that merge/purge is a general term that covers three basic processes: Continue reading
1.Segment as much as you can while maintaining measurable cell sizes.
Short of applying statistics for valid and reliable segment sizes, you can apply the Rule of 100s to setting cell sizes. This rule essentially suggests that to get a meaningful and repeatable result from a segment, you would like to be able to get 100 orders for that segment. This means that if you expect a 2 percent response from a segment, you would need to mail at least 5,000 names in that segment. Continue reading