Does Your Company Provide Good Customer Service?
September 30, 2021 at 5:44 pm

Most of you would say “yes” to this question. But do you really know the level of customer service you're providing in the eyes of your customers? According to an article in a local newspaper by Gad Allen, faculty director of the Jerome Fisher Program of Management and Technology at the University of Pennsylvania, “statistics…

Customer Service is SO Annoying (Tips to Make it Less So)
September 1, 2021 at 8:59 pm

Don’t get me wrong, this post is really about great customer service. There will be tips, too. But first, a quick update to my readers: In late 2019, after 20 years, I gave up my marketing consulting practice. I was done, burnt out, sick of dealing with C-levels and, most importantly, making them a fortune…

Post-COVID Mailing Strategy … Be Careful Not to Overmail
August 18, 2021 at 5:28 pm

The horrific pandemic caused people to stay home most of the year, which created a large spike in orders for many direct-to-consumer companies, both catalog and digital. The increase in demand was so significant that it caused issues for the supply chain. Many retailers scrambled to purchase inventory in order to meet the order demand…

Understanding What Direct Mail Is
August 5, 2021 at 4:15 pm

What is direct mail? It's unsolicited advertising sent through the mail to existing customers and prospects. Examples include postcards, solo mailers, catalogs, self-mailers, etc. Unlike mass media, direct mail is targeted so that you're reaching your most desired audience. It’s a rifle vs. a shotgun approach to marketing effectively. In this post, I'll discuss the…

Consumer Trends Shaping the Post-Pandemic E-Commerce Landscape
August 4, 2021 at 5:24 pm

2020 was the beginning of a new world in retail. The pandemic took what would have been years of physical and digital commerce growth and compacted it into a matter of weeks, requiring sellers and consumers alike to adapt and innovate at an unprecedented rate. While the evolution of retail and e-commerce has been expeditious…

Leave COVID Behind, NOT Your New Old Online Buyers
July 1, 2021 at 4:43 pm

For decades, most retailers depended on foot traffic to their brick-and-mortar stores much more than the website they felt compelled to build late in the last century. Furthermore, “direct to consumer” isn’t really a new concept; thousands of prosperous companies marketed by direct mail and catalogs only, collecting orders via mail and phone before “that…

Apple iOS 15 and Privacy Issues: Why I'm Not Worried
June 23, 2021 at 10:29 am

There has been a lot to say by marketers lately about Apple’s latest iOS 15 release and how it will harm, even destroy our digital businesses. In short, if you've been living under a rock, Apple has put consumers in the driver’s seat allowing them to be selective in who they want to be tracked…

Post-COVID Prediction … The New Normal
May 26, 2021 at 2:18 pm

We've rounded the corner and thank goodness we feel the country is on the backside of the COVID pandemic. What a ride it has been! It's far from over, but under control. For many consumer companies, COVID caused a surge in business with more people working and shopping from home. It has put pressure on…

Catalog KPIs … Keeping Your Eyes on the Ball
April 28, 2021 at 7:02 pm

Key performance indicators (KPIs) are important to any print catalog or digital marketing business. Knowing how often and which KPI to track can make a huge difference to your profit and loss (P&L) statement. You need to separate the “nice to know” from the “need to know” information. Tracking nonessential KPIs might make you feel…

Catalog Costs: How Low Can You Go?
March 29, 2021 at 5:19 pm

Direct mail is experiencing a long overdue resurgence for retailers, hastened by the pandemic. Increasingly crowded ads on social media and Google, full email inboxes, SMS dings all day long ... while the much-maligned mailbox remained emptier as credit card offers dwindled and in-store postcard coupons were recycled. It’s not surprising that many e-commerce brands…