What is really relevant this time of year? Is it catalog list exchanges and corporate gifts at work, or tree trimmings and family gatherings at home? Consumer spending and gift giving are high in December, and many marketers start preparing for winter wonderland during the dog days of summer. What is often overlooked — by both marketers and consumers alike — is the reason for the season. What’s truly relevant this time of year differs greatly based on individual beliefs and attitudes. And for marketers, the response channel may not be as important as the meaning of the message.
For example, would you believe that a politically correct “Happy Holidays!” greeting may actually turn some recipients away from your offer? If you want to get your messaging right, then it’s important to go beyond RFM and address the core beliefs of your clients and prospects this time of year. This can be done by enhancing your house file and modeling prospect lists with behavioral data, because actions speak louder than words. For example, financial support of Christian organizations is a good indicator those customers are truly giving gifts on Dec. 25. Don’t be afraid to say “Merry Christmas!” this year, and you may see a positive response.
The list popularity index shows each list’s rating on a range from 0 to 100, with 100 being the highest. The scores are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
American Bible Society
Universe: 229,354
Price: $90/M
List Popularity Index: 100
Contact: Response World Media, Tom Mays, [email protected], (703) 553-0054
Christian Book Distributors Catalog Buyers
Universe: 1,175,940
Price: $95/M
List Popularity Index: 100
Contact: Direct Media | Millard, Nicole Wheeler, [email protected], (402) 836-5169
Christianity Today International E-Newsletter
Universe: 1,176,880
Price: $125/M
List Popularity Index: 77
Contact: Lake Group Media, Jinelle Cruz, [email protected], (914) 925-2401
Sharing Christians
Universe: 353,160
Price: $70/M
List Popularity Index: 96
Contact: Tri-Media Marketing Services, Lori Guiang, [email protected], (800) 874-0338
Strang Communications Masterfile
Universe: 1,044,084
Price: $100/M
List Popularity Index: 98
Contact: Strang Communications, David Manning Jr., [email protected], (407) 333-7138
Data cards for these are publicly available at http://lists.nextmark.com
Chris DeMartine ([email protected]) is director of business development for NextMark.
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