First there was direct mail. Then the internet came along, which turned direct response marketing upside down. It’s no secret that direct mail and catalog numbers are down – 2016 saw only half as many paper catalogs mailed as in 2007. You may have heard the assertion that digital marketing has eclipsed physical direct mail marketing. While digital marketing has… read more →
What is data cleaning? Organizations rely on consistent data quality to ensure marketing activities are executed cleanly and interpreted correctly without any biases. Although obtaining clean data from the outset is ideal, there is often a need for dedicated data cleaning procedures to ensure the integrity of the customer data. Data cleaning is the process of identifying and altering incorrect… read more →
Curious about the 2018 outlook for catalogs including catalog page counts, direct mail formats, mailing frequency, and much more? Here is a great report from Daniela Forte at MCM. Hansel Group Marketing is honored to be included in this report! We appreciate the opportunity to share our thoughts on the many important issues facing catalogers today.
Purchase the customer list from a competitor (or company in your niche) that recently went out of business. One of my clients did that earlier this year and we’ve seen a tremendous ROI from this approach. Partner with Pandora radio to create a look-alike audience for prospecting by sending them hashed (encrypted) emails. Numerous companies are already doing this including… read more →
Planning your catalog mailing involves managing your timeline and working your way backwards from the mail date to figure out the many deadlines involved. For a new catalog launch, the catalog circulation plan should be completed at least ten weeks or more before the catalog in-home date. Here are suggestions with a sample, three-month timeline based on our experience: August… read more →
Many company marketers have been wise enough to recognize that analytics are a key part of managing their e-commerce and catalog businesses. But analytics are just one component of the equation. You need to start with clean data before you execute a test because without good data as the foundation, the analysis is flawed. The way you analyze and interpret the… read more →
The NEMOA fall directXchange catalog conference is coming! Catalog ideas, catalog strategies, circulation planning tactics, catalog case studies, customer prospecting tips, catalog best practices, and more!
A few years ago, we consulted with a new catalog client that mailed up to 250,000 catalogs several times a year. During the on-boarding process, we learned that they were not using RFM (recency, frequency, monetary) to segment their catalog mail file. Unfortunately, this practice made it impossible to evaluate results. In order to manage their contact strategy and optimize… read more →
Whether you have an existing catalog channel for your business or are seeking to start one to complement your e-commerce strategy, developing a plan for circulation is a wise move. We will share some catalog circulation plan best practices that have helped our clients. Six Steps for Catalog Circulation Management What might seem like a daunting task becomes routine with a… read more →
Last week I shared a story on Hansel Group Marketing’s LinkedIn page about China’s factory brands and how they plan to diversify. Click link to read. China’s Factory Brands: Clones or Clever Business? Today’s article is a continuation on the outlet theme. Luxury or aspirational brands have discovered that their strategy to be everywhere ultimately cheapened their brand and jeopardized… read more →
You must be logged in to post a comment.