You wouldn’t learn to drive a car or fly a plane while blindfolded, right? Why would you do this with a direct-mail campaign or catalog mailing when thousands of dollars (and your reputation) are at stake? In a recent blog post, we discussed the importance of segmentation and an example of its use (Data Drives Direct Mail Sales). Next, we… read more →
Understanding and interpreting data into actionable insights are important in both e-commerce and catalog success. Getting into the data and asking questions is how you uncover new insights and improve your direct mail success and revenue. Segment Your Customers You may have heard the term “segment your customers” but what does it really mean when it comes to your direct… read more →
Most catalogers and eCommerce companies routinely track basic data to identify their best customers and what they buy. Savvy marketers leverage the data opportunities in their database to identify their most engaged audiences for profitable new opportunities. Do you agree that customers and prospects who phone in, read your email and share it, or engage in your social posts are… read more →
With the rise of marketing automation and easy reporting templates, marketing leaders have more customer data than ever to track, synthesize and leverage. Instead of drowning in data, focused leaders identify a handful of key metrics that keep them tied to the pulse of their business. Revenue, orders, AOV and item counts per order are all great standard items for… read more →
When Victoria’s Secret suggested this year that it would be pulling the plug on its iconic catalog, some proclaimed the end of an era—not just for VS, which had built its name on years of sexy mailers, but for the catalog industry itself. People shop online now, get all their news digitally, don’t need brick and mortar stores anymore, blah,… read more →
1) First-time buyers. Try a thank you offer. This group just bought from you. They tried your product and hopefully had a great experience. Consider sending them a Free Shipping offer to drive that add-on piece they were not willing to buy before they tried you. 2) Non-buying prospects. Try Free Shipping or a Gift with Purchase. Has someone visited… 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 →
Merge/purges are an important, yet frequently overlooked, strategic component of catalog marketing. Merge reports can be confusing and many catalogers don’t understand how valuable these reports are. Ask your merge/purge provider to explain their report to you and then make sure you follow these tips to fine-tune your catalog marketing strategy: List priorities — it’s very important to set priorities… read more →
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