By Richard H. Levey
When Netflix first announced plans to separate its DVDs-by-mail from its streaming video business – and raise fees for customers who wanted both options – customers were furious. Around 810,000 of them canceled their subscriptions, exceeding the 600,000 the company had expected to lose. At the end of third-quarter 2011, in which Netflix made its announcement, its total U.S. subscriber base stood at just under 23.8 million, down from 24.6 million.
But by then end of the fourth quarter, Netflix had added 610,000 customers to its U.S. subscriber base. The catch is that nearly all of those subscriptions are, at least initially, added within its "free subscriber" promotional category.
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By Carol Lustig
It's an age old question for marketers: When is it appropriate to use compiled data or response data?
While compiled data is cost effective, your actual universe could be very low because of the number of selects requested. On a response list your initial financial outlay may be quite high, but you have to determine if you'll actually be reaching a more appropriate audience for your money.
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By Jeff Fowler
As marketing databases mature, they inevitably accumulate more data, perform more slowly, and—if you’re not careful—can impact your bottom line with poor targeting and reduced response rates. One glaring culprit is over-soliciting consumers that have multiple email addresses.
As email usage evolves, more and more people have multiple addresses (I use four on a regular basis). Practically everyone in the workforce has both a work email address and a personal address, and – as people become increasingly savvy to the wiles of marketers – they create multiple personal addresses for different purposes: registering on a website, signing up for a newsletter, order confirmations, and of course, the one they actually use for exchanging emails. Over time, these addresses can creep into the marketing system and skew results.
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By Chris DeMartine of NextMark for Chief Marketer
Each week, Chief Marketer and NextMark offer a selection of files new to market. Lists featured this week include Catholic Advocate Educational Fund, Small Business Franchise Owners, Retirementjobs.com Ridealong and Transactional American Woodworkers.
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