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
Print is the New Digital Champion
Recently, I sat down with Lois Brayfield, CEO of J.Schmid, to chat about challenges and opportunities around brand position across channels. During this conversation, she mentioned the phrase, “Print is the New Digital Champion” and how they are using this in their client conversations. That discussion and Brent Niemuth’s video resonated with me so much Read More Print is the New Digital Champion
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
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!