Does it feel like sometimes you just can’t get it right?

This week, we take a look at a few spectacular bloopers big brands have recently made when marketing to women. Macy’s tried selling dinner plates designed with portion sizes labeled "skinny jeans," "favorite jeans" and "mom jeans." That debacle began—and ended—on Twitter. And over at Forever 21, online customers were met with “free samples” of Atkins Diet Bars in their packages. Marketing consultant Katie Martell weighs in on the resulting social firestorm—and how brands can do better.

Avid online shoppers like those Forever 21 customers also make a fair share of returns. (Hey, you really can’t know if you like that shirt in teal or puce until you see it in person, can you?) We look at new research from UPS, which shows ease of returns is a huge factor for consumers when it comes to deciding where to plunk their ecommerce dollars.

Speaking of deliveries, judging by the 77.3 billion pieces of marketing mail sent to homes and businesses last year, you can’t count out direct mail just yet as a reliable marketing channel. This week, we’ve got the scoop on how Thomson Reuters is using dimensional mailers to help set appointments with tax professionals.

If you’re looking for ideas on how to incorporate direct mail into your own campaigns, here’s a roundup of ways companies like BCBS of Michigan are maximizing their time in the post. There’s some great tips here from pros like Nancy Harhut and John Sisson, two faculty members from our upcoming sister event Connect to Convert, next month in Boston.

Finally, we’ve got some marketers that are getting right. Bacardi’s hard work to develop solid measurement tactics combined with people power has landed CMO John Burke in the top echelon as one of our 2019 Masters of Measurement. He tells us how they’re making it all add up.

And, Frito-Lay is back delighting kids of all ages with its Snackable Notes Variety Packs for parents to add handwritten notes of love or encouragement on the packaging.

Keep trying to get it right, and we’ll see you back here next week.

Patty Odell
Senior Editor
Chief Marketer