Topic

Month: October 2011

  • Agencies

    Holiday Shoppers to Spend Less, Search for Discounts and Deals

    Some 62.2% of Americans said that the economy would affect their holiday spending plans, spending a bit less overall. However, many of these consumers plan take advantage of discounts and sales.

  • Agencies

    How to Treat Time Buyers on Your Database

    Segmenting your house file by RFM (recency, frequency and monetary value) may not be enough segmentation in today’s multichannel environment. Often, the goal is to mail fewer catalogs while growing the online business. I have always believed that one-time buyers hold the key to mailing “smarter” and accomplishing this goal. Here are some of the ways to segment one-time buyers in order to mail more cost effectively.

  • Agencies

    Multivariate Testing Shows Sex Doesn’t Sell Cosmo Magazine

    Anyone looking to design a direct mail prospecting package for Cosmopolitan magazine should know that sweepstakes don’t boost responses, tote bag premiums don’t justify their cost and above all, sex doesn’t sell. At least, not on the outer envelope. (Inside the package is another story.)

    That last point may be surprising, but the magazine conducted two multivariate tests within the past 18 months. The tests offer statistically valid results for the impact 12 changes had on response rates.

  • Agencies

    ACMA’s Catalog Postage Survey: Sprawling, Ugly…and Necessary

    Imagine receiving a survey on marketing practices. Now imagine receiving a marketing practices survey consisting of 25 multi-part questions spanning several different organization areas. Now consider that at least one of the questions has five …

  • Agencies

    A Not-so Universal Postal Service

    With all the dire warnings that the U.S. Postal Service will become insolvent unless Congress comes to the rescue, predictable and unhelpful clarion calls for privatization have begun to resurface. One such call reportedly came from Steve Forbes, …

  • Agencies

    Workarounds for Clean Store Policies

    Target is part of a growing movement among retailers who want to protect and grow their own brands and differentiate themselves from among competitors by limiting and controlling manufacturers marketing in their stores. Retailers often want control over color, design, placement and creative look and feel. Brands and agencies have taken up the challenge.

  • Agencies

    What Ethnic Groups Will Be Lucrative for DMers?

    Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: Going forward, what ethnic groups or segments do you see as lucrative for direct marketers?

  • Nearly 6.9 Billion Video Ads Were Viewed in the U.S. in September

    According to comScore’s U.S. online video rankings for September, Google Sites remained the top online video content property and Hulu remained the top video ad property.

  • Sell your Holiday Offers like a PR Pro

    Many businesses reap the majority of their annual sales during the holiday season. If you are an affiliate who fits into this category or are looking to generate the majority of your income during the fourth quarter, it is essential to apply creative tactics to ensure you attract the right holiday…

  • 43% of Consumers Have Installed a Retailer’s App on Their Mobile Device

    A recent Retrevo Pulse Study found that while many consumers have installed retailer’s apps on their mobile devices, only a small fraction say those apps have helped them buy something.