The Last Step for Success

In the last two blogs written by Michelle Houston, she covered the importance of using Contribution Per Order (CPO), instead of ROAS when evaluating the performance of marketing programs. At the end of one of those blogs, she talked about the importance of also assessing and understanding the significance of lifetime value (LTV) as part Read More The Last Step for Success

Why ROAS is Not a Useful Metric

More often than not, we engage with seasoned ecommerce professionals tasked with running print programs while simultaneously holding some measure of responsibility for Profit & Loss statements. And as such, they tend to look at performance metrics with a ROAS (Return on Ad Spend) lens instead of a more critical metric – Contribution Per Order Read More Why ROAS is Not a Useful Metric

Proactive Steps for Your Marketing Plans

A serious and unprecedented pandemic calls for calm, reason, and realism. As leaders, it’s essential to remember that engaging in contingency planning and caring for our clients and employees should be our top priority. As global events continue to unfold, we felt it essential to gather our thought leaders together to guide and advise appropriate Read More Proactive Steps for Your Marketing Plans

Holiday Marketing Check List – Check it Twice!

The final push of the Holiday season is quickly approaching! Can you believe that Thanksgiving just under a week away?! By now, most of your Holiday catalogs are already at the printer and on their way to mailboxes, but that doesn’t mean you should be sitting back and waiting for the orders to roll in. Read More Holiday Marketing Check List – Check it Twice!

Print is the New Digital Champion – Part II

In the last blog post written by my colleague, Michelle Houston, she demonstrated the symbiotic relationship that postal retargeting shares with digital marketing. She also articulated why it’s vitally important to integrate postal retargeting into the marketing mix. I couldn’t agree more. I wanted to continue on that thread of print being a digital champion Read More Print is the New Digital Champion – Part II

Print is the New Digital Champion

Recently, I sat down with Lois Brayfield, CEO of J.Schmid, to chat about challenges and opportunities around brand position across channels. During this conversation, she mentioned the phrase, “Print is the New Digital Champion” and how they are using this in their client conversations. That discussion and Brent Niemuth’s video resonated with me so much Read More Print is the New Digital Champion

Mailers: It Pays to Test Paper Stock

Whenever our team meets with a client to review results and current best practices for mailing, we inevitably hear the same question: how can we lower our printing and postage costs? It is a pain point to write that check to the printer, plus, the USPS requires postage payment upfront – there is no getting Read More Mailers: It Pays to Test Paper Stock

The YOU in Team

The retail landscape has become more complicated over the years, but as direct marketers, our mission remains the same: to find a group of people that desires a set group of products or services and lead them to a place where they can learn more about them (a store, website, etc.). I call it “inviting Read More The YOU in Team

Importance of Proper Testing and Evaluation

Recently at the CohereOne Marketing Summit during the pre-conference intensive, we reviewed direct mail testing ideas, how to properly set them up, and how to accurately evaluate the results. During a portion of the presentation revolving around how to properly read the results of a test, I noticed many people in the audience looking wide-eyed Read More Importance of Proper Testing and Evaluation

Integrating Digital Channels into Your Marketing and Circulation Plans

The marketing landscape has changed very dramatically since I started in the industry. Ten years ago, catalog marketing was thought to be complex, but in hindsight, it was reasonably straightforward. Fast forward to today and incorporating several digital marketing channels now affords far greater insights into boosting catalog and direct mail performance. Typically, when we Read More Integrating Digital Channels into Your Marketing and Circulation Plans