Doing Matchbacks? Follow the Rules
OK, class, quick test: You mail a catalog, and 21 days later send a postcard. If the customers buys something on day 28, what fraction of that sale was postcard-driven?
Data & Analytics
Your Best Zips: The Ones Around Your Store
Your catalog doesn’t just have to drive customers to the Internet or the telephone. It can also get people into stores. The trick? Mailing to trade-area zips.
How Moms Behave Online
Search is a self-targeted channel, and enables consumers to raise their hand and ask for information. But some merchants have found it difficult to integrate search into a more traditional branding program built on demographics or other targeting, where messages are typically pushed to the consumer.
THE KEY TO Comailing
Postage rates, which we all know keep going up, represent 45% to 65% of a catalog’s costs. What’s the best way to reduce your postal bill, short of slashing
LISTINGS
New lists Coastal Contractor and Digital Home Hanley Wood is offering controlled circulation lists of subscribers to its Coastal Contractor and Digital
SHORT ORDER
The fact that gifts cataloger Lillian Vernon laid off 25% of its staff on Dec. 20 was a sure sign that this was not going to be a great season. It was,
Give Me MySpace
If you think online social networking is all about fun and games, you’re missing the boat. Social computing strategies represent a new frontier of marketing,
Building up your e-mail file
Ask any multichannel merchant what its biggest e-mail marketing challenges are, and growing the e-mail file will certainly be one of the first topics
Gardening catalog names wilt a bit
Given that more than 90 million American households participate in some form of gardening, you might expect to see the number of available names in the