To determine if your house file includes a significant number of certain merchandise category buyers, you need to categorize your customers by the type of merchandise they buy, then measure the intersection or crossover between the merchandise buyer groups.
A customer who purchases from two channels is worth three times as much as a single-channel customer. A customer who purchases from three channels (catalog, Internet, and stores) can yield five to six times the value of a single-channel buyer. Initiating these strategies will encourage multichannel behavior while driving overall increased company sales:
Tracking the connection between e-mail and e-commerce has become a relatively straightforward exercise for most marketers. But the simplicity of connecting online sales to e-mail efforts and the difficulty of tracking sales across other channels has relegated e-mail
Measuring the incremental sales that result from a buyer remail is the key metric in determining how deep to mail into your buyer file. Setting up tests to measure the incremental sales from house file mailings gives you the necessary metrics to draw the line at your true breakeven sales for these customers.
Chicca D’Agostino, president of Hackensack, NJ-based list management firm Focus USA, says that list owners and professionals need to be more cautious before accepting work from direct marketers. In addition to helping direct marketers find the right people to send offers to, list brokers and managers should also look out for signs of trouble.
To help list owners, renters, brokers, and managers avoid running foul of the Federal Trade, Stacey Girt, senior vice president at Newtown, PA-based services provider MKTG Services, offered a five-step program designed to promote proper process, procedures and compliance.
The combined average gross deliverability rate for permission-based e-mails increased from 87% in the third quarter of last year to 89% in the fourth quarter, according to a recent study by Lyris Technologies.
Looking for new
With postal and paper costs on the rise, more mailers are entering the insert media marketplace. Mailers are constantly looking for additional, more cost-effective means of reaching their target audience. Today the opportunities to reach targeted prospects using insert media are becoming more and more refined
Over the years there has been much discussion about defining various permission levels (opt-in, confirmed opt-in, double opt-in) as a means of promoting industry best practices and in order to further distinguish legitimate communications from spam.