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Print and Catalog Marketing: A Smart Choice in a Crowded Digital World

The adage, “everything old is new again” applies to many industries, and ours is no different. Catalog and print marketing, after years in decline, are experiencing a resurgence in the consumer marketplace.  As consumers are facing an increasing barrage of emails and other digital remarketing efforts, the role of targeted catalog and print programs as Read More Print and Catalog Marketing: A Smart Choice in a Crowded Digital World

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Marketers, Are You Still Holiday Planning? Check Out These Tips!

As marketers, we spend more than half the year gearing up for a strong holiday season. Despite all of the preparation, there still may be some “blind spots” where we may not have allocated enough resources in a comprehensive marketing strategy. Our Marketing Partner, Emarsys, has taken their holiday planning learnings from thousands of clients, Read More Marketers, Are You Still Holiday Planning? Check Out These Tips!

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Not All Lifetime Value is Created Equal: A Lesson in Housefile Management

I’m going to revisit a portion of the pre-conference intensive session I presented that took place earlier this year at the Catalog and Integrated Marketing Summit in Chicago. I received feedback from many that it has changed the way they have been looking at their business and how they need to position their business for Read More Not All Lifetime Value is Created Equal: A Lesson in Housefile Management

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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

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From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 1

From time to time I’ll pull a message from my inbox and do a walk-through of its pros and cons. These gentle critiques are intended to educate; I hope that the companies mentioned as well as readers will keep that top of mind. I received this email earlier this year from a long-time industry acquaintance we’ll Read More From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 1

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Email Marketing Case Study: a 96% Increase in Revenue with 6 Tips for Preheader Text

Years ago I was obsessed with preheaders, aka snippets or autopreview text, and wrote about them in my ClickZ column. Back then I did a lot of testing of preheader copy and generated some great results for clients. Fast-forward to today. I still consider preheader text when I’m helping clients optimize their email efforts, but am no longer Read More Email Marketing Case Study: a 96% Increase in Revenue with 6 Tips for Preheader Text

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From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 2

Last week I discussed some features and flaws of the below email I had received from an industry acquaintance: This week, it’s time to discuss how this email message might be improved. Use Descriptive Subject Lines. While the subject line “A scintillating start” (above) is intriguing and cute, it doesn’t provide any value to the reader. Read More From My Inbox: Gentle Critique of an Email Marketing Program Resurrected, Part 2

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Online Cart Abandonment: 3 Disturbing Industry Statistics and 7 Tips for Successful Cart Reminder Programs

I had the pleasure of leading not one but two webinars last month on digital marketing for retailers. I always like to round out my case studies and practical advice with industry statistics. And what I learned about online cart abandonment surprised and disturbed me: 70% of online shopping carts are abandoned (Bronto/Magento Study) Shopping Read More Online Cart Abandonment: 3 Disturbing Industry Statistics and 7 Tips for Successful Cart Reminder Programs

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3 Statistics-Based Reasons to Make Your Website Responsive

1. Your desktop visitors are disappearing. How many of you have seen a chart where every year a few more of your desktop visitors get replaced by more visits on a mobile device? Ok…let’s be accurate…your desktop visitors are getting replaced by smartphones. This phenomenon is occurring across our client base and is very consistent Read More 3 Statistics-Based Reasons to Make Your Website Responsive