Drivers (Catalog, Email, Search) and Catchers (Store, Web, Phone) – the distinction between drivers and catchers and why understanding the difference is important The key to running any marketing-driven endeavor is to deploy marketing dollars to the best advantage of the business. While this statement is simple, the task has become increasingly complex as more Read More Drivers and Catchers; As different as Apples and Oranges!
Category: Circulation Strategies
Pure Plays in the Postal World – What to Know
More and more, we at CohereOne are engaging with companies who are new to the postal world. Many are running successful direct businesses by employing first class digital marketing and have experienced tremendous growth over the years. Eventually that digital universe tends to hit a wall, and no matter how much more money they throw Read More Pure Plays in the Postal World – What to Know
4 Ways Operating on Auto Pilot is Weakening Your Performance
Often times we get caught up in focusing our attention on the next “big thing”? It’s human nature and completely justified as we continually search for that silver bullet or walk-off home run for our businesses. While searching for this next big thing, we often put other programs or processes on auto pilot, and sometimes Read More 4 Ways Operating on Auto Pilot is Weakening Your Performance
Holiday Planning – One Year Revisited
It can often be difficult to identify topics to write on, when you are a constant contributor through blogs or newsletters. So when the time came to put down my thoughts, I pulled up some of my prior musings to see if I could find any inspiration. What made a direct hit in my mind Read More Holiday Planning – One Year Revisited
What it takes to REALLY move the needle
As direct marketers, we all spend much time “fine tuning”, working under the premise that success will come from the cumulative effect of applying “best practices” in everything we do. This is especially true for us “data geeks” who are continually tweaking this or that model or contact strategy. This search is even more intense Read More What it takes to REALLY move the needle
Why your buyer file may not be as valuable as it used to be: A lesson in lifetime value
The internet is a wonderful marketing tool for most companies, but the impact it has on your house file is often not accounted for. Let’s take a journey back in time; say 5 years ago, when there was an explosion of online marketing services that helped deliver new customers, online, at an unbelievable return on Read More Why your buyer file may not be as valuable as it used to be: A lesson in lifetime value
Don’t Put All Your Reactivation Eggs in One Basket
One of the biggest assets a mature direct marketing company has is their house file, and within that house file are pockets of lapsed customers, normally thought of as 12+ or 24+ month buyers. Through RFM segmentation, scoring, NaviStone® and/or house file modeling, companies are able to identify which of these customers qualify for postal Read More Don’t Put All Your Reactivation Eggs in One Basket
Be Careful with In Home Dates around World Events
Over 25 years ago, I was having dinner with a wise COO of The Sharper Image when he remarked that we were in for a bad year of sales. When I asked why, he responded, “it’s an election AND an Olympic year”? He had tracked the performance of all the various catalog companies he had Read More Be Careful with In Home Dates around World Events