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
Gifts Universe Going DownTHE GIFTS AND COLLECTIBLES MARKET LOST ABOUT 400,000 ACTIVE NAMES in the third quarter of 2009, according to New York-based list brokerage firm ParadysMatera.... Value of Permission-based E-mail Lists FallingWorldata’s fall 2009 List Price Index shows that permission-based e-mail business-to-consumer lists continue to lead the price decline, showing the largest price decrease of all categories. ... Income Margins Thin In InfoGroup’s Second QuarterInfoGroup was profitable by the skin of its teeth during its second quarter. More, along with The Historian's Take, follows.... Why You Should Measure Incremental Customer PerformanceLooking only at results directly linked to a marketing effort can distort the understanding of a program’s overall impact on company performance. Analyzing the incremental impact of marketing efforts at a customer level can give more accurate insight into its overall impact on key metrics—orders, revenue, margin and profitability. ... E-Mail List Prices Drop, Other Categories Stabilize: WorldataThere are bargains to be had in e-mail list rentals. On average, the per-thousand price of permission-based business-to-consumer lists dropped $50 from summer 2008.... Live From ACCM: Recession Smacks the Co-opsNew Orleans – The trickle-down effect of the recession is hitting the co-op databases, in part to mailers cutting back on their prospecting. ... List Prices Drop Across The Board: WorldataMailing list prices dropped during spring 2009 across nearly all categories, with permission-based consumer e-mail lists showing the biggest year-over-year price and percentage decline, according to the most recent List Price Index from Worldata... 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... |
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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.
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