Rebecca Ackerman, vice president of marketing for home décor cataloger The Company Store, was among the panelists participating in last week’s Multichannel Marketing Day. The half-day event was produced by MULTICHANNEL MERCHANT and sister magazine “Direct” and sponsored by marketing services provider Experian. Among the advice that Ackerman shared:
- The Company Store had found that 40%-50% of online buyers who had come to the Website directly from a search engine had also received a catalog within the past three months. When allocating sales to search engine marketing, therefore, Ackerman said that “you need to consider the synergy” between the media. For The Company Store such consideration is especially important, as more than 40% of its demand is from the Web.
- “If a customer gives you their change of address,” said Ackerman, “mail them a lot, because they obviously care a lot about you.”
- “Just having an e-mail from a person may make them a better buyer from you, since they cared enough to give their e-mail address to you in the first place.”