With the ever increasing digital methods of capturing traffic and driving customer orders, the question often arises on the efficacy of catalog or postal marketing to savvy digital customers. The rational being that they are digital customers, they are engaged with the brand online and that the digital marketing in place will drive or capture Read More My Digital Customers Don’t Need a Catalog, Do They?
Category: Circulation Strategies
Add a Million to Your Bottom Line
Most catalog companies today waste thousands of dollars, if not millions, in over mailing catalogs to their customers and prospects. Most industry pundits who make this observation simply recommend eliminating mailings to those buyers that they deem responsive to digital marketing or to less responsive segments. Such reductions often result in significant loss of sales, Read More Add a Million to Your Bottom Line
There’s Gold in Your Do Not Mail File
In recent best practice reviews of the marketing practices of three catalog companies, we discovered very large do not mail files that included not only non-buyers, but also a sizable percentage of buyers. The files had accumulated over a very long period of time. No one was really paying attention to the size of the files, with Read More There’s Gold in Your Do Not Mail File
Using Web Browsing Activity to Reactivate Your Catalog Housefile
Over the past six months, CohereOne has tested NaviStone lapsed customers reactivation with many of our clients whose websites are tagged with NaviStone visitor tracking technology. The goal of this testing is to determine the validity using NaviStone reactivation compared to reactivation via cooperative database reactivation or optimization modeling. We will continue to report on Read More Using Web Browsing Activity to Reactivate Your Catalog Housefile
Bigger is Not Always Better
Are you getting pressure from the top to reduce catalog spend? Are you having to produce the same amount of productivity with a smaller a catalog budget? Getting ready for the 2018 season, I’ve been getting many questions from clients regarding how book size affects catalog performance. Over the years, we have observed many tests Read More Bigger is Not Always Better
Don’t Suppress Good Names From Your Prospect Models!
Many mailers tend to look at their house file as one big suppression file when sending updates to the co-ops. In many cases, only a portion of the house file gets mailed in a typical drop, perhaps with the exception of the biggest seasonal mailings and depending on the offer. One option is to leverage Read More Don’t Suppress Good Names From Your Prospect Models!
Using Digital Browsing Behavior to Improve Reactivation Results
As we have all learned over time, a recent customer purchase from your catalog is the strongest indicator that the customer will respond to your next mailing. In fact, purchase recency and frequency dwarf all other factors as predictors of future response; that is, until they don’t. As RFM data ages, it becomes less likely Read More Using Digital Browsing Behavior to Improve Reactivation Results
Crush it This Holiday Season with 10 Great Tips
Whether you’re a seasoned vet or newbie, you know firsthand how important marketing is for the holiday season. Now with the holiday season quickly approaching, an integrated marketing strategy is even more important for customer satisfaction and company profits. Here are my top 10 initiatives to implement immediately: 1. OPT IN APPEND. One of the Read More Crush it This Holiday Season with 10 Great Tips
Integration of Online and Offline Channels is Foundational for Future Success – Part II
Back in early June, I shared a blog post about print marketing, and I wanted to expand upon those thoughts, adding some ideas about digital channels. Part II of my first blog post is below. —- With the rise of social media and the engaged consumer, email has come under increased attack as a dated Read More Integration of Online and Offline Channels is Foundational for Future Success – Part II
Integration of Online and Offline Channels is Foundational for Future Success – Part 1
It’s hard to believe that we are halfway through 2016, and I’m still taking time to reflect on last year’s holiday accomplishments, evaluate transactional and browse trends and start thinking about this year’s holiday planning in the next few months. But before that, let’s take a moment to reflect on the last year. Think about Read More Integration of Online and Offline Channels is Foundational for Future Success – Part 1