In our previous catalog matchback post we discussed matchbacks and how we should not attribute 100% of the sales results to the catalog mailing because many of the sales are digital in origin. Customers are often touched multiple times (print, email, retargeting) along their purchase journey. Today we will look at catalog hold-out tests and how they can be used to modify your catalog matchback reports...
Marketing without a well-thought-out strategy, be it catalog marketing or otherwise, is just like building a house without a blueprint. It doesn’t necessarily mean that you will never get there, but there will be a lot of wasted time and resources before you do. Equally as important, is for you to remember that no strategy is fool proof, regardless of how much thought and analysis was put...
We need to talk about the “D” word. Digital? Data-Driven? How about, “all of the above”, plus one you may not have expected: Direct mail. If you’ve been drinking the “Kool-Aid” served up by industry bigwigs, you might think that direct mail is not only a relic of yesteryear, it’s actually a casualty of digital. But that’s where you’d be wrong. Direct mail is far...
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%...
What is a Catalog Circulation Plan? In a nutshell, a catalog circulation plan is a blueprint for your catalog mailings. Driven by your data and a clear understanding of past catalog results, it’s a plan that addresses who you should mail, how frequently you should mail, how many catalogs you should print and how to accurately track results, so you can design and refine catalog circulation...
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