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

It Pays to Incorporate Segmentation

This year at our annual Integrated Marketing Summit, I taught a workshop discussing the ways retailers should incorporate segmentation to boost topline sales and increase bottom-line profits. Segmentation and relevancy would also help to counteract the continued decline in open and click-through rates as indicated in our annual benchmark report below. As the volume of Read More It Pays to Incorporate Segmentation

Optimizing Cooperative Database Response

As I talk to industry colleagues, I frequently hear the lament that prospecting and the cooperative databases do not perform like they used to. The common response is to simply reduce prospecting until cost-of-customer-acquisition goals are realized. Unfortunately, this also results in fewer new customers being added to the buyer file and, eventually, significantly fewer Read More Optimizing Cooperative Database Response

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

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!

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

Top 10 Holiday Circulation Tips You’ll Want to Try This Season

Well, we’ve practically entered the month of September (how’d that happen?!?) which means the Holiday season is quickly approaching. Knowing that this time of year can be super busy with people being pulled in every direction, it is important to not lose focus on the goals set for the season and recheck your plans for Read More Top 10 Holiday Circulation Tips You’ll Want to Try This Season

Opinions are Bad Business

A good e-commerce manager is constantly monitoring, maintaining, and (perhaps most importantly) testing and optimizing their website. How do you find areas for improvement or decide what changes to make? I’d imagine that a lot of ideas come from word-of-mouth; a blog post, a conference session, a conversation with a co-worker, a nice (or not!) Read More Opinions are Bad Business