Trish Dominy says it can take years to build up a good relationship with consumers, but just moments to destroy it – so nurture their confidence carefully.
As a list supplier, I increasingly see the need that mailers have for greater selectability on data. 
Buying preferences, date of birth, family composition and household income are a few [...]

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It doesn’t have to, says Trish Dominy.
Sometimes, research tells us what we already know. A recent US study by Pitney Bowes Business Insight into mailing address quality concludes that direct marketers are still not paying enough attention to dealing with returned mail. 
The USPS has tried to improve the position with a financial incentive for customers [...]

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But they are still scarce internationally, says Trish Dominy. 

In the UK we have seen a massive growth in usage of email lists over the past eight years, with many mailers – despite being hesitant initially – embracing the channel in abundance.  
This did arguably lead to a period where the online channel was overused, but alarm [...]

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Trish Dominy (pictured below) compares B2C spend with B2B and finds consumer clients are the most cautious.
Walking through my local shopping centre at the weekend, I observed the huge amount of sales on, with many stores offering significant discounts on clothing and luxury goods. 
Though the shops still seemed exceptionally busy, there did not seem to [...]

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All channels have their place, says Trish Dominy.
List managers and brokers have to be ‘agnostic’ about media channels – which means they can stand back and watch the debate about whether online or offline delivers best results.
 In fact, the term ‘debate’ is probably a bit of an understatement; maybe ‘war’ would be a better description [...]

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