Know Your MTBF
“If your purchase history file goes back far enough to include the expected date that some of your products will wear out or fail, you can give your customers an … Continue Reading →
MCM staff
Measuring Incremental Vs. Overall Response
When measuring the effectiveness of a promotion, the focus should always be on the incremental order activity that is generated by the promotion, according to Jim Wheaton, a principle with Chapel Hill, NC-based database solutions firm Wheaton Group. The overall order activity during the promotion
Financial Reports: Dell, Blair, Sharper Image
Dell’s record quarter nonetheless disappoints, Blair boosts income despite sales decline, and Sharper Image warns of tough times ahead
Financial Reports: Office Depot, Collegiate Pacific
Office Depot reports “sluggish” catalog sales; Collegiate Pacific ends the quarter in the black.
Financial Reports: Guitar Center, School Specialty, Aramark
Guitar Center ended the year on an up note, School Specialty grew sales and announced a new brand, and Aramark’s direct division had a tough quarter.
It’s True: Direct Mail Drives Retail Traffic
Catalogers have known this for some time, but a new study provides proof: Direct mail from a retailer drives consumers to visit the retailer
Sneak Peak: The Year in E-mail Marketing
2004 presented e-mail marketers with many new challenges while confirming the value and significance of the email channel. What happened with e-mail medium in 2004? Were response rates up or down? How did consumer perceptions of email change or evolve? How have technology solutions and federal legislation impacted the volume of spam?
Looking for a New List Firm?
The abrupt closure last week of Hawthorne, NY-based Listworks
7 Steps to Better Deliverability
The cost of poorly addressed mail is absolutely staggering, says Michele Salmon, a consultant with San Rafael, CA-based consultancy Lenser. Marketers should be taking advantage of the many tools have been developed for cleaning addresses before mailing.
Sophisticated matching and cleansing products that will correct the city, state, ZIP combination and apply a ZIP+4. The National Change of Address (NCOA) processes and updates records of people who have moved. (Note: NCOA does not change bad addresses of those who have not moved.)
E-mail Trends: Bye-Bye, Batch-Mailing
Flexible mailing frequency, event-driven messages, and the growing importance of the “from” line are among the trends in e-mail marketing that practitioners should be aware of, according to ExactTarget, an Indianapolis-based developer of e-mail marketing solutions.