Direct Marketing Association

Explore the New Multichannel Marketing Database
October 27, 2009

In a session I hosted at last week's DMA Annual Conference & Exhibition in San Diego, I examined traditional marketing databases and how they've been designed and built to support traditional marketing, primarily analytic-driven direct mail. Email has provided marketers the ability to leverage digital technologies to render custom content on an individual consumer basis. Yet many marketers haven't taken advantage of this, instead performing blast email strategies — i.e., sending the same email to everyone, regardless of profile, segment or buying behavior.

Commentary: NEMOA Lovefest Gets Down to Business
September 23, 2009

By and large, attendees at industry conferences throughout at least the first half of this year had something of a bewildered look. Kind of a “What the hell am I supposed to do now?” sort of thing going on. Then again, so too did just about anyone in this country amid the brutal recession. But perhaps the Fall NEMOA Conference, held last week at the gaudy Foxwoods Casino complex in Mashantucket, Conn., showed signs of a new, more encouraged, more aggressive attitude among attendees and speakers.

Commentary: The Little Engine That Can't (Without You)
September 15, 2009

The two-year-old American Catalog Mailers Association (ACMA) trudges along like a little engine that could. But can it? Despite its newness and relatively tiny membership, this organization has delivered an effective wake-up call to both the USPS and the Postal Regulatory Commission (PRC) on the plight of catalog mailers, helping foster the recent postal “summer sale.”

Commentary: The Little Engine That Can't (Without You)
September 15, 2009

The two-year-old American Catalog Mailers Association (ACMA) trudges along like a little engine that could. But can it? Despite its newness and relatively tiny membership, this organization has delivered an effective wake-up call to both the USPS and the Postal Regulatory Commission (PRC) on the plight of catalog mailers, helping foster the recent postal “summer sale.”

3 Tactics for Email: Promote, Personalize and Be Relevant
July 21, 2009

Multichannel marketers have an ideal way to boost sales, but not all of them use it. The method: sending emails to announce the arrival of a catalog. In a famous case study a few years ago, gifts and gadgets marketer Miles Kimball performed the optimal test.

You Lost Me There, Part 3
July 6, 2009

Want to see your average order values, conversion rates and lifetime values go up? Bring a call center into the mix. Think about it this way: If your Web site converts 4 percent of visitors, even the worst of call centers will convert at least 10 percent of callers. That’s a 2.5:1 ratio, on the low end.

You Lost Me There, Part 2
June 29, 2009

This week, let's look at the many ways you can lose prospects who visit your Web site without even knowing who they are. This phantom demand can be captured and added to your contact strategy, and these leads can be nurtured until they're ready to buy. To capture them and begin a sales dialogue, however, you must get them to identify themselves, right?  

You Lost Me There, Part 1
June 22, 2009

Last week, I gave a presentation to the Florida Direct Marketing Association titled “50 Tips to Drive ROI in the Second Half of 2009.” I’m going to share those tips with you over the course of the next few weeks.