Delving into data-driven marketing
This month we introduce a new columnist to MULTICHANNEL MERCHANT: Gina Valentino, owner of Kansas City, MO-based consultancy Hemisphere Marketing. In
Metrics
To Append or Not to Append
If you
Using Database Marketing to Reach Business Influencers
Want to improve your results? Mail to all the influencers in the customer company
Understanding Catalog Circulation Post Mortems
Catalog circulation post mortems allow top management to examine what went right and what went wrong with catalog campaigns so that you can improve future campaigns. Circulation drives your catalog, and preparing the post mortem is the responsibility of the circulation manager.
Here are the critical pieces of a circulation post mortem:
Better Market Segmentation…Without Losing Your Marbles
Think back to your childhood
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
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