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Lifecycle 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.
Merchants 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
E-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
When 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
One-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.
Probably 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.
Looking 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.
Data 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
We know through statistics and stories that multichannel customers are far superior to those who have only ordered from a single channel
Looking to achieve relevance in your e-mail campaigns? The first thing you need to do is improve your segmentation tips