Get Back to Prospecting Basics in 2009
In a recession, multichannel merchants are looking for ways to save money. Unfortunately, many think they need to cut new customer acquisition entirely from their budgets
For True Customer Affinity, Go Beyond the Sale Online
For retailers, Web 2.0 has tremendous potential to build customer relationships. So why are many merchants still only using their online presence as a sales platform? Learn why creating customer affinity should be part of your Web agenda
A Hot Segmentation Tool: The Channel Slicer
There are thousands of ways to segment a house file. But one of the best is to do it by channel. How did your customers come in
Segmenting Multichannel Buyers
Until recently, many catalogers were segmenting their buyer files by order channel, not by channel of origin. But segmenting by channel of origin in increasingly popular for true multichannel merchants. Why? Click here for more.
Sometimes One More Mailing Can Be Too Many
To prepare for peak season, Lenser recommends that highly seasonal businesses maximize the number of contacts to the house file, mailing separately versioned catalogs every four weeks and perhaps even every three weeks. But one of its clients, a multichannel school supply retailer, bucked the trend during back-to-school 2006.
Multilevel Matchbacks Should Be the New B-to-B Standard
Multichannel retailers operating in the business-to-business space are all too familiar with the inherent flaws of applying a simple name-and-address matching logic when conducting response matchbacks.
Evaluating Web-Generated Names
Traditional catalog-oriented direct marketers have always been suspect of customers acquired via the Internet.
The Second Time’s a Charm: Advice on Prospect Reuses
If lately you have observed poor performance among your co-op database balance models, the older, lower-dollar portions of your continuation lists, or the tightest possible selects from marginal lists, it is time you consider prospecting reuses.
Consider the Source: Web-Generated vs. Mail-Generated Buyers
By now, most true multichannel merchants are segmenting their buyer files by channel of origin. By “true multichannel retailer,” I mean a company in which more than 25% of its orders are Web generated.