Better Market Segmentation…Without Losing Your Marbles
Think back to your childhood
Data & Analytics
10 Techniques to Squeeze More Out of Holiday Buyers
Holiday buyers are a unique segment of your catalog
New LDS Products: July 2006
Dayton, OH-based software provider JangoMail recently announced that its self-titled web-based e-mail marketing application has been upgraded to allow its customers to segment e-mail lists based on recipients’ past behaviors. Calling this new feature Behavioral Targeting, JangoMail allows customers to segment lists based on a recipient opening an e-mail, clicking a link in an e-mail, visiting a web site or making a purchase on web site, forwarding an e-mail, or replying to an e-mail.
Clapper Databases, the Metaverse, and the Future of Direct Marketing
Back in the 1980s, industry consultant Don Libey recalls he told a group of direct marketers about this up-and-coming medium called the Internet and how it would change everything everyone had ever learned about the tactic
Targeted Customer Marketing
Targeted marketing to customers will drive increased sales and profits, but most companies are overwhelmed by the idea of marketing one to one. The reality is that one-to-one marketing isn
Custom Prospect Databases: A Revolution, Not an Evolution
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.
Six Steps for Reactivating Your B-to-B Names
Targeting inactive customers is the business-to-business mailer
Making Persona-Based Marketing Work in B-to-B
Persona-based marketing is part Hollywood characterization and part business analytics. It involves constructing a fictional customer
How to Improve Response During Holiday 2006
As I write this, most catalogers are in the final stages of constructing their holiday marketing and circulation plans. Here are a few of the top issues and concerns I hear from marketers as they prepare for this most important season.