. Florists' review [microform]. Floriculture. Mat 12, 1921 The Florists^ Review 25. THE RETAIL STORE A PAGE OF HINTS AND HELPS FOR THE RETAIL FLORIST COMPILING A MAILING LIST. Eliminate Waste. "Quality, not quantity," is most de- sired in a florist's mailing list. Per- haps more so in the florists' business than in any other is it necessary to achieve, as far as possible, the apex of quality in the list of prospective cus- tomers. The mailing list, to be of any value to a florist at all, must be an exceptionally good one, must be se- lected with care, and must be con- stantly pruned
. Florists' review [microform]. Floriculture. Mat 12, 1921 The Florists^ Review 25. THE RETAIL STORE A PAGE OF HINTS AND HELPS FOR THE RETAIL FLORIST COMPILING A MAILING LIST. Eliminate Waste. "Quality, not quantity," is most de- sired in a florist's mailing list. Per- haps more so in the florists' business than in any other is it necessary to achieve, as far as possible, the apex of quality in the list of prospective cus- tomers. The mailing list, to be of any value to a florist at all, must be an exceptionally good one, must be se- lected with care, and must be con- stantly pruned to avoid waste. The "business bringers," as the cir- culars and other sorts of direct mail advertising are called, must reach those who are capable of responding. They cannot bring business, no matter how attractively written and designed, if, as in the parable, the seed falls on rocky ground. The search for material for a really productive mailing list is by no means a trivial matter. With the present high costs of paper, printing and other factors that enter into the sending out of literature, the elimina- tion of waste is most essential. This elimination is secured not only by the careful choosing of the names, but also by careful pruning of the list from time to time of unresponsive names. Methods of making up an effective mailing list vary in different commu- nities. *rhe sources from which names may be secured are many, but the scope of the florist's service must be taken into account; that is, whether he is in a large city and seeks business from certain neighbors; whether he is in a .suburb of a city, or whether he is in a small town. rour Sources. There are four general sources of ma- terial—from the florists own records; from municipal and county records; by purchase, and by solicitation. These are comprehensive and include practi- cally every method used, either in the large cities or the small towns. There is of course in every commu- nity the city direc
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Keywords: ., bookcentury1900, bookdecad, booksubjectfloriculture, bookyear1912
