When direct mail is reﬁned, the company segments the list, ﬁnds the best prospects, and limits the mailing to them. In this way, the company saves money with a smaller mailing and achieves a higher response rate.
Most mailings focus on achieving a single sale. They lack anything related to building a customer relationship and an emotional bond. The best case is where the company’s offers satisfy the customers and where the company mails neither too frequently nor too infrequently and becomes a respected supplier of a certain set of satisfying products and services.
What I can’t understand is why I receive the same catalogs over and over even though I never buy anything. Don’t they notice this? Why don’t they send an e-mail asking whether I want to continue receiving their catalog? This is the essence of permission marketing, and it would save these catalog companies a lot of money.