"We are very seasonal," admits Tim Kiss, director of one-to-one marketing for HoneyBaked Ham of Georgia.
adds that the company tries to push more frequent buys, but with such a large product, people really only want to make purchases at times of famÂily gathering.
On the bright side, the company's close association with the holidays makes consumers emotionally attached to it and draws high response rates for holiday mailings.
keeps more than 10 million phone numbers in its database, it only actively markets to about one or two million current entries.
It uses older information to betÂter understand customer demographics, buying patterns, and other interests.
"Good direct marketing involves two things: an understanding of the customÂer, and segmentation of customers," says Kiss