Michelle Houston, Senior Vice President of Marketing Strategy, is an integrative marketing executive with a 20+ year proven track record. She delivers results and quickly adapts to new challenges with the initiative to identify and seize opportunities. Her proven ability to set strategic planning and execution in an ever-changing marketing environment will lead companies to deliver significant results. Working with companies from large to small, Michelle is focused on developing and integrating cross channel marketing plans that maximize revenue while meeting budgeted ROI goals. Her on-hands experience with digital marketing programs combined with in-depth catalog marketing experience makes her a valuable resource within any organization.
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My Blog Posts
Using “Tried and True” Direct Marketing Tactics to Improve Email Performance
By most ROI analysis, email is one of the top ROI channels, but contributing to this high ROI figure is the very low cost of sending an email on a per customer basis. And that is part of the problem – ease and cost. I challenge you to think about this…. you are probably over-emailing Read More Using “Tried and True” Direct Marketing Tactics to Improve Email Performance
The One Test You Should Perform This Year!
By now, you’ve probably heard the term triggered postcard program. The question now is, why aren’t you testing this as part of your integrative marketing efforts? In today’s cluttered marketing environment, many retailers are challenged to find innovative ways to stand out in the print and digital marketplace. The beauty of triggered postcards is that Read More The One Test You Should Perform This Year!
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
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