They are not averse to shopping by mail, but they are fully immune to the appeal of calendars featuring chubby-cheeked angels, matching housecoat and slippers outfits, and Chia pets. Yet, every couple of weeks the Joneses receive envelopes stuffed with offers for these and similar items-offers that go directly into the wastebasket. This scenario doesn't make anyone very happy, least of all the mailers.
Efforts are underway all across the industry to target mailings more precisely.
With 600,000 new surveys conducted each month, MCA has built a large, highly detailed database of household-level information. Denis, who directs the SmartPak program. With these calls, we've built a database of about 11 million households that we've started to segment along lifestyle themes. MCA clients have used Pinpoint to develop their own databases for promotional purposes. The first SmartPak, called Kids and Pets, will be sent to about 6.2 million households.