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
Category: Circulation Strategies
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
One Way to Fill the Revenue Gaps
Multichannel marketers have struggled for years with filling the revenue gaps that typically occur in the lull right before catalog mailings arrive in-home. Even in the age of digital proliferation, it’s still common to see the gaps form. While there are various methods that can (and should) be tested to help alleviate the gap, one Read More One Way to Fill the Revenue Gaps
Reactivating Buyers Using Online Behavior
At CohereOne, we are always willing to test (judiciously of course) just about any new Co-Op Model or other form of behavioral technology that comes our way. For the past two years, we have repeatedly tested NaviStone website visitor tracking data as an enhancement to our typical Co-Op Optimization or reactivation modeling of lapsed buyers. Read More Reactivating Buyers Using Online Behavior
Using Website Data to Understand Intent
We all use purchasing data to guide our marketing plans. The recency since last purchase, frequency of purchases, and the total amount spent have been the cornerstones for predicting customer performance in direct marketing for over 50 years. We have gotten better at refining RFM using other purchasing signals, such as products or category purchased Read More Using Website Data to Understand Intent
Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising
As we head into 2017, it’s more apparent than ever that a paradigm shift is occurring. While catalog and direct mail continues to experience a resurgence, we are entering a new reality where many of the older, standard catalog and direct mail list and circulation practices are increasingly being overshadowed by Amazon and the Amazon Read More Age of Amazon: The New Reality of Marketing Strategy, Audience Development, and Merchandising
How to Kick Your Retail Store Sales into High Gear
Last week I was sad to read that one of the first “brick and mortar” clients I worked with 20 years ago had declared bankruptcy. I was reminded of the initial project that I did for them. They had hugely expanded their catalog program, mailing many millions of catalogs over the year, but with results Read More How to Kick Your Retail Store Sales into High Gear
Simplifying Your Catalog Selections: House File Modeling
Have you ever heard the phrase, “work smarter, not harder?” Do you typically spend hours making your mail selects for each drop, using the traditional RFM approach? One way of reducing the time it takes to make final mail selections is by using a house file scoring system. This system converts the variables you typically Read More Simplifying Your Catalog Selections: House File Modeling
Million Dollar Multis
Want to make a quick million? Sure you do! I’ll tell you how. And no, I’m not a scammer. Over and over again, when CohereOne completes a best practice review of the marketing program of a mid-size catalog company, we find an easy fix that delivers $1,000,000+ dollars straight to the bottom line. In this case, Read More Million Dollar Multis