This column, as veteran (or more accurately, resolute) readers of Multichannel Merchant know in advance, limits comments to copy. Copy isn’t always in
Catalog Tracker received 265 consumer catalogs in June nearly 6% fewer than the 281 catalogs received in June 2005. It was the fourth month in a row that
Jersey City, NJ-based Best Manufacturing Group, a uniform company founded in 1914, announced on Aug. 9 that it filed a voluntary petition under Chapter
As part of an ongoing brand extension, Corte Madera, CA-based Restoration Hardware will launch Brocade Home this month with a 64-page catalog. Based in
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.