April 1, 2007




Listings

New lists
Shoemall
During the past 12 months more than 195,000 consumers bought footwear from online merchant Shoemall. Customers, 75% of whom are women, have an average age of 50 and spent an average of $60 an order.
Cost: $100/M
Selects: SCF, state, zip, gender, …

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In Data & Analytics, Lists & Data - Business

April 1, 2007




Small-Merchant Solutions: Nine Tips for Using the Merge/Purge

Contacting customers with a direct mail piece, such as a catalog, requires data processing. Data processing can be as simple as 1) deciding that you want to mail anyone who made a purchase from your company in 2006; 2) selecting the customers’ names …

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In Channel Integration, Cross Channel

April 1, 2007




When Testing, More Is More

Do you know how big your “buy” or “submit” button should be? How about what color? Should your online registration process involve more than one page?
Right about now the old-school direct marketer in you is thinking something like, “I’m …

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In Data & Analytics, Ecommerce

April 1, 2007




Wanted: One Glass Slipper

If the continuing story of Rate Case 2006-1 were a fairy tale, catalogers would be Cinderella and the Postal Regulatory Commission (PRC) would be the evil stepmother.
Asking for rate increases, restructuring postal categories and classes, basing prices more on …

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In Catalog, Data & Analytics

April 1, 2007




Get Smart: Three Steps to Intelligent Keyword Bidding

A bit of number crunching speaks volumes about the quandary many search engine marketers find themselves in. According to the Search Engine Marketing Professionals Organization (SEMPO), during the past two years spending on paid-placement search engine marketing has increased from $4.7 …

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In Ecommerce, WEB CHANNEL: SEO/SEM

April 1, 2007




Catalog Tracker: Sharp Drop in January Mail

Last year January set the tone for overall year-over-year catalog volume. Catalog Tracker, a service of Greenwich, CT-based marketing services firm Direct Media, had received 390 consumer catalogs in January 2006, down 2.5% from the previous January. And by the end of 2006, Catalog …

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In Catalog, Data & Analytics

April 1, 2007




Catalog Copy: Is Friendly Rhetoric the Right Move?

Repeating a mantra every one of us should be reciting like an “Ommmm” every day: We’re deep in the Internet Era, and whether we have become slaves, admirers, or even opponents of this new Goliath, we’d better realize that the …

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In Catalog, Print Channel

April 1, 2007




USPS Governors Protest but Approve Rate Case

Catalogers are getting whacked — hard — with the new postal rate hike. The U.S. Postal Service Board of Governors (BOG) on March 19 approved the majority of the recommendations issued by the Postal Regulatory Commission (PRC) regarding Rate Case 2006-1. Except …

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In Operations & Fulfillment

April 1, 2007




The Shape of Parcel Efficiency

If the sweeping changes of the pending postal rate case could be summed up in one sentence, it would be this: How much you pay for postage depends on how compatible your mail is with the U.S. Postal Service’s …

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In Catalog, CROSS CHANNEL: Package Delivery/Distribution

March 28, 2007




The Importance of an Up-to-Date Website

I have written on many occasions about how the Internet is a much more advanced communications tool than anything which has come before it, including print brochures and catalogs. The efficiencies are phenomenal. For instance, it is unappealing (and costly) …

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In Ecommerce, Webchannel

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