Back to Basics – RFM Analysis 101
Developed some decades ago, the RFM Analysis is a great marketing model used to segment a customer list based on their behavior. This method has proven itself time and time again, by helping direct and online marketers minimize their costs while, at the same time, maximizing their returns. The RFM Analysis is based on the Pareto principle, or the 80/20 rule, which states that 80%...
The Power of the Trigger in Direct Mail Marketing
How would you like to combine the best of digital marketing technology with the tactile and visual charm of direct mail marketing? Welcome to triggered postcard marketing, a new way to take advantage of cutting-edge technology to pump up your direct mail campaign. Martech, an online marketing trade, points to a triggered direct mail platform that connects potential customers’ online behavior to create targeted direct...
Direct Mail Advertising Is Still a Powerful B2B Tool in 2018
As a business owner, it’s natural to reflect on where your company has come from and where it is going at the start of a new year. With more business functions going digital all the time, you might even wonder about the future of B2B direct mail. After all, you want to know that each new campaign will at least produce the return on investment...
Subscription Boxes Deliver Loyalty
During the past few years, e-commerce marketers have been innovating by creating subscription boxes. Birchbox was an early success story (2010) in the beauty products category. Its two founders agreed that shopping for beauty products “was frustrating, inefficient, and confusing.” There were too many options and that did not encourage trial. There was no way to try products online without spending a lot of time...
Competing with Amazon
A popular discussion these days is how to compete with Amazon. Mega retailers with physical stores and/or well-designed ecommerce platforms often hold the best cards when working with their suppliers. Strong merchants in their own right, including leading apparel brands, often need mass merchants like Walmart and Amazon, to boost the volume sales and distribution of their products. In August, Amazon announced that its Marketplace...
What does a Catalog Circulation Consultant Do?
Unlike corporate marketers, catalog circulation consultants get to work on a number of catalog brands in a variety of industries and merchandise categories. Catalog consultants have many advantages, including getting to observe all types of activity, tests, and innovations across a variety of catalog titles. Catalog circulation management consultants can do many things to support the catalog team. Here are the top activities that they...
Catalog Formats
Rising catalog costs have forced catalogers to be more creative when it comes to catalog formats. Whether you're reducing the trim size or exploring gatefolds, always test the new format against the control before you roll out the change. If you're in a highly seasonal business, make sure you understand the impact on revenue during the busy time of the year when changes are often...
Catalog Co-op Prospecting: Print & Digital
Catalog co-op prospecting models have been around for a couple of decades. But if you haven’t considered them in a while, it might be time to take a new look. Most of the big co-ops have diversified and added digital prospecting programs to their list of catalog services. Who Should Try It? Your customer acquisition program has started to plateau (or even decrease) while acquisition...