The same day that Yankee Candle Co., announced it was acquiring Petaluma, CA-based competitor Illuminations, the South Deerfield, MA-based candles manufacturer/marketer
Landing page optimization is very much in vogue these days. If there were a Billboard chart for hot acronyms, would clearly be rising with a bullet, heading
Aramark Corp., the food services and facilities management firm that also owns a $425 million-plus direct division, has agreed to a $6.3 billion buyout
Bassett Furniture may have been founded in 1902, but that doesn
It seems that we business-to-business marketers too often get caught up in the details of direct marketing rather than concentrating on the things that are most important: the list, the offer, and the results.
In the first installment of our four-part series, we discussed the evolution of prospecting solutions
Catalog circulation post mortems allow top management to examine what went right and what went wrong with catalog campaigns so that you can improve future campaigns. Circulation drives your catalog, and preparing the post mortem is the responsibility of the circulation manager.
Here are the critical pieces of a circulation post mortem:
Think back to your childhood
In recent years, an increasing number of direct marketers are turning to private prospect databases as a means to combat the external forces that spoil their customer acquisition efforts. For marketers who use direct mail to acquire customers, challenges include declining response rates, list fatigue, lack of new names, shortened campaign times, and the need for timely postcampaign metrics. Not too long in our past, we could have dialed up our modeling efforts, but even sophisticated modeling techniques have their limitations against these industry forces.
Database marketers who develop their contact strategies without adequate information are committing a deadly sin, says Jeff Hassemer, director of product strategy at the data management solutions division of marketing solutions provider Broomfield, CO-based Abacus.