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How to Move from a Single Channel Past the Multichannel Present  Nov 18, 2008 7:35 AM By Bill Nicolai

Studies from many different merchants have shown that once a customer responds to

Five Ways to Improve your Multi-Channel Marketing  Apr 22, 2008 2:06 AM By Bill Nicolai

The most popular order-taking channel? The Web. But many merchants maintain separate catalog and Internet silos. Click here to find out why Bill Nicolai thinks that

The Tale of the Great Schmoe Mailing  Nov 12, 2007 7:13 PM By Bill Nicolai

Great marketing professionals have lots of experience, and they get that experience by occasionally making mistakes. Here is one of those tales of woe: The Tale of the Great Schmoe Mailing. Names of the people and firms involved have been changed to protect the guilty.

Implement C-RFM to Suppress Keyword-Originated Buyers  Jul 09, 2007 8:40 PM By Bill Nicolai

With sponsored keywords and natural search playing a large role in Web sales, you need to include channel of origin when talking about your customer’s recency, frequency, and monetary value. So if you’re looking to cut back on your circulation, you may want to suppress these less-loyal customers.

Systematically Decrease Frequency to Weaker Buyers  Jul 02, 2007 1:49 PM By Bill Nicolai

Many companies we see treat each mailing as an individual event and they’re not deliberately resting weaker segments between contacts. If you do so, it will decrease marketing costs and increase profits at essentially no cost in sales. I have an effective formula that was originally developed by a long-term client. It is an elegant concept, easy to apply, and effective.

Adjust Mailing Volume by Reducing Depth  Jun 25, 2007 8:28 PM By Bill Nicolai

We have all discussed at great length the negative effects of the recent postal increases. Now we have to get over it and move forward with adjusting our mailings to the new cost structure.

One tactic you can use to offset your postage increase is to adjust mailing volume by reducing depth. This is really Circulation 101, but it is the first place to start.

Multichannel Marketing: Web Prospecting, Catalog Selling  Dec 01, 2003 10:30 PM By Bill Nicolai

Consumer direct marketing has just about doubled in the past five years. It now accounts for about 15% of the total consumer merchandise sold in a $1

The 10 BEST Catalog Prospecting Ideas  Jun 01, 1999 9:30 PM By Bill Nicolai

In the good old days of, say, 20 years ago, the lifetime value of a typical catalog customer was three times the value of a prospect. That meant you could

BUSINESS-TO-BUSINESS: A TRICKY ARENA  Jun 01, 1999 9:30 PM By Bill Nicolai

It’s tough to pick great business-to-business concepts. Many business catalogs may look more like a phone directory than a catalog, but they know and

The next stage  Jun 01, 1998 9:30 PM By Bill Nicolai

Virtually every savvy cataloger agrees that the effective use of a company’s database is key to catalog success. More than merchandising, creative, and

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