CROSS CHANNEL: List & Data Strategies
Tactics, strategies, and news regarding rental lists, database marketing, house files, prospecting, and reactivation for catalogers, online marketers, and multichannel merchants
Friend-Get-A-Friend: The Original Viral MarketingThe critical key to success with get-a-friend programs is the offer. You must offer something to the friend and to the current customer. In asking your customer to recommend you to others, there's one big question you need to ask in anticipation. "What's in it for me?"... How to Perform a Migration AnalysisWhat purchase pattern do your customers follow? When you profile your customers’ purchase patterns do most of them shop from only one merchandise category?... Worldata: List Rental Prices Are FallingFor the first time ever, Worldata’s List Price Index for this fall reveals a downward trend in every category of list rental prices. Thank you, U.S. economy... 10 Ways Merchants Can Find New CustomersMoney's tight and times are hard. How can you find new customers when consumers are cutting back even on their bare necessities? Here's 10 tactics that Lori Paikin, senior vice president of client services at co-op NextAction, suggested at the recent Lenser Summit.... Abacus: Acquisition Circulation Is Taking A HitBetween January and April, Abacus saw circulation for its clients drop 6% from the previous year. But more disturbing to Abacus vice president of strategy Paul Imbierowicz is the larger drop in prospecting.... Using E-mail to Drive the Customer LifecycleLifecycle management can be an effective means to strengthen your brand, foster customer loyalty and build your prospect files. It can also be a way for merchants to create more relevant e-mail campaigns. ... Don't Keep Secrets, Share Your Plans With Service ProvidersMerchants know so much about our own business they often forget that their service providers don't have that level of knowledge. But as Bill Singleton points out, the more information you share with them, the more they can help you achieve your list and circulation goals... Making Multi-Touch Contact Strategies WorkE-mail campaigns with a catalog follow-up are extremely popular for catalogers. The reason is simple: Both vehicles are measurable and setting up test cells is relatively easy. But before you start this kind of a campaign, make sure your e-mail file is set up for success... Key Issues to Confront When Constructing a DatabaseWhen it is time to build a marketing database, a company's internal IT group almost always lobbies tenaciously for the assignment. For IT professionals, this only seems natural. After all, the word "database" carries all sorts of connotations of nuts-and-bolts computer science... Taking E-mail Personalization to the Next LevelOne-to-one communication is widely recognized as the primary goal of e-mail marketing, but the challenge is knowing where to begin. Personalization is a key factor that drives e-mail relevance and perhaps one of the easiest to apply. ... Drive Your Orders with the Loaded Front-End Merge TechniqueProbably the most important improvement that catalog mailers can make to dramatically improve their business is to put aside their fascination with the Internet and take a more realistic view of what channel is really driving the sale. Identifying that factor is key to segmenting your file.... Maximize Sales from In-Package Promotional InsertsLooking to get new catalogs in the hands of customers? Try sending them as package inserts. And, if you can convert that customer into a multibuyer, you can try inserting relevant offers in with future orders. ... Don't Forget the Human Element of Data AnalysisData analysis software is only as good as the people using it. And those folks better make sure the software isn't spitting out misinformation. Here's some of the things that can happen if you don't include the human element and have some checks and balances... Converting Single-Channel Buyers Into Multis May Prove CostlyWe know through statistics and stories that multichannel customers are far superior to those who have only ordered from a single channel... How to Segment Your E-mail MarketingLooking to achieve relevance in your e-mail campaigns? The first thing you need to do is improve your segmentation tips... |
Tips, How-To's, & Best Practices in....
GLOSSARYWhen an industry term is on the tip of your tongue, or when you come across jargon that's new to you, the words and definitions you need may well be right here. Go to the list glossary here. L&DS E-NEWSLETTERList and Data Strategies for the Multichannel Merchant is delivered every Monday. PRIMERWhether you're just getting started or you need a refresher, the articles below can help you get back to list basics.
|
