Q&As

Bath and body products retailer Crabtree & Evelyn is hoping an aggressive customer contact strategy and an updated loyalty program will result in the sweet smell of success.

At the heart of its re-energized customer focus is “Platinum,” a loyalty program the company launched just over a year ago to replace its “Preferred” scheme. For a five dollar entry fee, members received 20% discounts on merchandise during the first week of each month.

It was probably easier in the old days say, back in the late ’80s or early ’90s when HSN, then less than a decade old, consisted solely of live cable

Goldilocks’ experiences—particularly with too hot/too cold and too big/too small—are meaningful when it comes to using information in marketing. Given the nuances of data-driven targeting, the pressure is on all of us marketers to get it just right.

Cottonelle Ultra is layering on a major campaign to one that helped increase 2010 fourth quarter sales.

Continuing economic sluggishness and increasing consumer skepticism are partly responsible for falling list rental prices, according to Worldata’s just-released winter 2011 list price index. Ray Tesi, senior vice president of Worldata, thinks overall …

Not everyone bothers to update their address with the postal service when they move. As the current economic situation forces more and more people to relocate to find work, hotlines and recency selects will continue to be more important than ever.

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: How has the role of cooperative databases changed, and how do you anticipate it will change further in 2011?

A good first step in keeping up with what’s expected of professional marketer’s and aligning sales and marketing goals with the company’s vision is the implementation of a marketing audit.

Online daily deal website Bare Deal (http://www.baredeal.com) is using good old fashioned direct mail to attract users to take advantage of offers from Chicago-area businesses.

Whether the check is in the mail is debatable, but marketers are increasingly writing checks for direct mail according to Bruce Biegel, managing director of Winterberry Group.

Winterberry’s Outlook 2011: What To Expect In Digital & Direct Marketing reports that mail as an ad medium has seen a resurgence of late, and will continue to do so.