In a direct marketing business, a customer list (i.e., housefile) is your most valuable asset. Therefore, it's important to manage your housefile and to keep it segmented and always up-to-date. To keep your housefile current, you need to merge/purge it regularly. What does this mean? Merge/purge is a process that identifies and removes unwanted or…
Catalog marketers are overwhelmed with data. They need to measure what’s important and keep track of the data that’s critical to the health of their catalog’s circulation, and do away with the rest. Here are tips on how to do just that:
Dick's Sporting Goods, the largest U.S. sporting goods retailer, said last week that it was the successful bidder in the auction for the intellectual property of bankrupt competitor Sports Authority with a bid of $15 million. The intellectual property of Sports Authority includes its e-commerce website, SportsAuthority.com, a loyalty program with 28.5 million members, and a…
Join us on this educational webinar to hear how marketers are using digitally reactive direct mail as part of their market strategy.
What follows is a list of the Total Retail content in 2015 that generated the most reader comments. You’ll see that our readers are highly engaged when it comes to content on shipping rates — who isn’t when it has such an impact on your bottom line — social media marketing, payment options and cooperative…
Speakers discuss why print still works, how it can be integrated into a multichannel marketing mix, and the future of catalogs.
We discuss the data landscape, the best sources for data, and how to use it to increase revenues and capture new customers.
The disconnect between how executives and consumer privacy advocates view email marketing was never more obvious than during the latest hijinks surrounding Barnes & Noble's acquisition of Borders' customer data, including email addresses. As part of the Borders bankruptcy proceedings, Barnes & Noble paid $13.9 million for Borders' intellectual property, including its 48-million customer database.
Using a multi-store e-commerce strategy can significantly increase customer acquisition, loyalty and conversion rates. Leading online retailers are currently benefiting from an effective multi-store ecommerce strategy, now is the time to learn how.
It’s no secret that there are far fewer list management and brokerage firms vying for our business. Many of the smaller, more entrepreneurial list firms have been absorbed by a few large corporations. As a result, some catalogers believe there are fewer opportunities to negotiate pricing and fewer choices in general. The same concerns exist about firms that rent out cooperative prospect lists. But in reality, the contrary is true.