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 Print Boosts Email, So Why Are You Doing it Wrong? |
| author: Ken Magill |
| source: Direct Magazine |
| date : 11/27/2007 |
Underwear merchant Bare Necessities recently tested coordinating a postcard campaign with email to a segment of its customer file and saw a significant increase in revenue from those who received both messages.
As part of the effort, Bare Necessities selected 30,000 names from its six-figure email database to receive postcards promoting a sale and timed the drop to coincide with an email effort.
According to David Wauters, director of marketing for Bare Necessities, the company saw a 15% lift in revenue from customers who received the postcard and the email, compared to the control group who received only the email. |
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Marketers: Show Me the ROI…with Direct Response |
| author: Jim Tierney |
| source: MultiChannel Merchant |
| date : 1/25/2006 |
| Seeking measurability and concrete ROI, more national marketers are shifting their dollars away from brand-building efforts to direct response promotional channels, according to a new study by New York-based strategic consulting firm Winterberry Group. |
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Marketing Spend Shifting to Below-the-line |
| author: Kevin Newcomb |
| source: Clickz |
| date : 1/23/2006 |
The shift in marketing spend from mass media branding efforts to targeted, direct response marketing, including interactive marketing, is happening faster than some might expect, according to a new study by Winterberry Group.
"Simply stated, above-the-line marketing that utilizes generic messages to build awareness is no longer the best way to influence customer behavior," said Bruce Biegel, managing director of Winterberry Group. "Below-the-line initiatives are more successful because they stress targeted and customer-centric communications. Below-the-line also creates measurable results and ROI metrics, which are important to marketers under growing pressure to prove the value of their campaigns. We expect that this demand for quantitative results will continue to intensify for at least the next five years." |
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Topica Webinars to Focus on Integrating Marketing Approaches |
| author: Topica |
| source: DM News |
| date : 1/13/2006 |
Topica will sponsor a second series of educational Webinars in conversion marketing for online retailers, Web publishers, direct marketers and interactive agencies, the company said yesterday.
Designed as a five-part series, the Webinars aim to move online marketers away from traditional tactics, such as batch-and-blast e-mail campaigns, to a more integrated approach that focuses on actively converting more prospects into sales, using automated segmentation and messaging to deliver relevant content at the right time to the right customer.
The Webinars and their topics: Jan. 26, different forms of lead acquisition; Feb. 16, elements of successful e-mail messages; March 9, challenges of e-mail marketing; March 30, components of conversion marketing (segmentation, targeting, reporting); and April 20, setting up a successful conversion marketing campaign.
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Podcasts in E-Newsletters: Give Your Articles a Voice |
| author: Karen Gedney |
| source: Clickz |
| date : 1/11/2006 |
Have you noticed a little reader fatigue setting into your e-newsletter publishing efforts? Now you can get your readers to perk up their ears for what you have to say by adding podcasts to your e-newsletters.
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The Coming Year in Online Marketing |
| author: Zachary Rodgers |
| source: Clickz |
| date : 12/19/2005 |
'Tis the season for weighty predictions. Each year around this time, ClickZ asks big brains in interactive marketing to gaze into the crystal ball and forecast what's ahead.
What follows are seven prognostications for creative, video, search, email and other important segments.
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LIVE FROM THE ANNUAL CATALOG CONFERENCE: Forum Panelists Analyze Future of Multichannel Marketing |
| author: Margery Weinstein |
| source: Catalog Age Magazine |
| date : 5/4/2004 |
| The ever-changing role of print in a multichannel marketing strategy was a key topic of yesterday’s Power Forum. Moderated by Catalog Age editorial director Sherry Chiger and Haggin Marketing’s Mark Swedlund, the forum panel featured, in addition to Ford, Eric Faintreny, CEO of multititle consumer mailer Brylane; Barry Gilbert, CEO of gardening products cataloger/retailer Smith & Hawken; and Fred Neil, vice president of strategic marketing for computer reseller CDW. |
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Smooth Sailing |
| author: Debra Judge Silber |
| source: Direct Magazine |
| date : 5/1/2003 |
The CRM story at Fleet's corporate bank is no yawner. While financial services companies typically save the bells and whistles for their retail operations, in the past two years FleetBoston Financial — the seventh-largest financial holding company in the United States, with assets of more than $190 billion — has pumped up its corporate arm with new technology, revised strategies and a focus that has yielded substantial results. Among them: a 14% compound annual growth rate in cross-sell revenue, matched with 16% growth in products per customer, along with a marked shift toward more reliable, non-credit revenue.
“We always say it's tools, programs and channels,” says Dean Athanasia, executive vice president in charge of Fleet's Business Development and Strategy Group (BD&S), which began formulating the approach in the fall of 2000. The tools to which he refers are contained within Business Advisor, Fleet's internally developed information platform based on eFinance, a version of Siebel System's eBusiness application configured for the banking industry. Programs include an enhanced segmentation scheme based on customer value as well as refocused direct marketing efforts. Under the umbrella of channels, Fleet has widened communications through the Internet at the same time it has remained firmly committed to maintaining the relationship manager as the primary sales channel. |
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Integrating Email |
| author: Ann Meyer |
| source: Catalog Age Magazine |
| date : 2/1/2003 |
| At many companies, the power of email is still unfolding. In the beginning, the medium's lightning speed and nominal cost were its main attractions. Many catalogers and i.merchants embraced it as a last-minute call to action. Now, though, marketers are exploring the full potential of email as part of an overall customer contact strategy. They're finding that email can drive sales to marketing channels other than the Internet and play a significant role in brand-building. |
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Make It Your MISSION |
| author: Jennifer Rigley |
| source: Direct Magazine |
| date : 1/1/2003 |
Multichannel integration — the combining of multiple selling channels and multiple marketing media — is on everyone's minds these days. And if it isn't, it should be.
Research and statistics prove multichannel integration can drive revenue and increase profits, and lead to greater customer value and loyalty. A Shop.org survey conducted by J.C. Williams Group and BizRate.com showed that store shoppers who bought online from the same retailer spent an average of $600 more annually in-store from that retailer than other shoppers. The survey also found that multichannel shoppers buy four times more frequently online than the average online shopper, buy from a retailer's store 70% more often than the average store patron and shop from a retailer's catalog 110% more frequently than the typical catalog buyer. |
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Integrating Brand With Direct Marketing |
| author: Bryan Eisenberg |
| source: Clickz |
| date : 12/6/2002 |
| The Web is unlike other media. Print, billboards, and TV are passive. Radio is intrusive. The Internet is a participatory medium. That means a prospect is a volunteer. She chooses how to interact with the medium. Her participation is a function of her intent, the strength of your brand, and the measure of how well your Web site's persuasive architecture can participate in a dialogue with her. Clearly understanding the dynamic nature of the medium is critical for maximizing the return on investment (ROI) of an interactive campaign. |
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Multiple Views of Multichannel Promos |
| author: Mark Del Franco and Sherry Chiger |
| source: Catalog Age Magazine |
| date : 12/1/2002 |
Like many other mailers, San Jose, CA-based Hello Direct finds that processing orders online costs less than taking orders over the phone. So the cataloger of wireless communications tools makes a point of offering promotions such as 10% off Web orders, and of advertising the offers in its print catalog, even though customers who call the toll-free number to order aren't eligible for the discount.
“We consistently allocate space within our catalog to promote offers and sweepstakes that incent people to register and buy through the Website,” says Bob Faville, Hello Direct's director of direct marketing. |
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Email and Other Marketing Media: A Comparison |
| author: Jackie Gallogly and Lynne Rolls |
| source: Clickz |
| date : 4/1/2002 |
Today's column explores the differences between email -- the killer app -- and other marketing media. These comparisons are meant to spark discussion and debate, so I look forward to your feedback.
There's a time and a place for each medium. Often, combining two or more can be complementary, depending upon your goals.
When mixing media, it's important to bring your brand strategy and execution together. Carefully integrate offline and online efforts. |
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GAGE ONLINE AND OFFLINE METHODS: How does your online offer measure up? |
| author: Rodney Much |
| source: Opt-in News |
| date : 7/11/2001 |
| Opt-in e-mail has the uncanny potential of increasing eyeballs to advertisers offers over most marketing formats. If a campaign is well planned and all goes as scheduled the response may be incredible, but the actual ROI (return on investment) disastrous. Why? We can blame the source (newsletters, lists, and in-house databases) as being less than responsive, or we can gage our campaign with our conventional marketing strategies. If both online and offline efforts fail to make desired progress, it's time to look at the value of the product or service offering. |
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The Power of Closed-Loop Marketing |
| author: Jerry Whiteway |
| source: Clickz |
| date : 7/10/2001 |
You've noticed a change occurring on the Web. More and more sites are asking for postal addresses in addition to email addresses. A combined email/direct mail list is a potent tool that marketers can rent. It facilitates the deployment of "closed-loop" marketing programs, whereby prospects and customers can be reached by both direct mail and email.
In a closed-loop marketing program, the direct mail piece performs the initial groundwork. It helps promote your brand, provides details on your offer, and directs prospects to your Web site for more information or to place an order. Because of their relative low cost and low creative overhead, large-format postcards have been very popular in the past year. Also, an increasing number of companies in the Internet marketing space are using traditional direct mail packages, including a variety of components in the envelope (e.g., brochure, lift letter, buck slip, etc.) to initiate a response. |
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Electronic Catalog: Using Email to Spur Print Orders |
| author: Moira Cotlier |
| source: Catalog Age Magazine |
| date : 7/1/2001 |
Sundance sends emails to about 25% of its customers before its print catalog drops.
Sending customers an email alerting them that the catalog is in the mail can boost response
Want to boost your catalog response rates? Let your customers know via email that your catalog is in the mail. That's the tack some catalogers, including J. Jill, Sundance, and Ross-Simons, have taken to increase response. The catalogers email their opt-in house file names to give them a heads-up that a new catalog will soon arrive in their mailboxes. |
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Integrated Marketing Makes E-Commerce Profitable |
| author: STAFF |
| source: Direct Magazine |
| date : 6/20/2000 |
E-commerce direct marketers who use multi-channel integrated marketing dramatically increase their chances of generating profits and surviving the growing dotcom shakeout, according to a study by McKinsey & Co and Salomon Smith Barney.
The study found that the race to gain market share led many marketers to lose sight of the bottom line, thus losing money on each sale. First-quarter sales were below the cost of acquiring and distributing goods, the study claimed, citing loses ranging from $2 to $12 per order.
"The notion of a `pure play' is turning out to be the wrong play," said Joanna Barsh a direct at McKinsey & Co in a statement.
However, online retailers can still show a profit on each sales if the increase the average order size, keep discounting to a minimum, and sell higher-margin products. |
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DATABASE STRATEGIES: Integrating Marketing Databases With the Web |
| author: MELINDA NYKAMP |
| source: Direct Magazine |
| date : 3/31/2000 |
We've been approached lately by many clients who'd like to know whether their marketing databases can be integrated with the Web.
Integration, however, means different things to different people. You might have a direct response agency working on your marketing communications strategy through the integration of customer data in a combined online analytical processing and data-mining technology environment. They obviously are not all doing the same thing.
When we talk about linking marketing databases or customer relationship systems with the Web, it's first helpful to understand the concept behind it. Integration of traditional marketing systems with the Web could mean: |
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