Latest News
Microsoft Triples Response Rates via Database Marketing
A new database marketing model has helped Microsoft lift prospecting email and telemarketing response rates by as much as 300%....
Crabtree & Evelyn Revamps Loyalty Program, Boosts Direct Mail Use
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. ...
The Goldilocks Rules of Data-Driven Targeting: Getting it Just Right
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....
Analysis Of Unredeemed Loyalty Points Offers Customer, Marketing Insight
There is information in inaction, if marketers know how to analyze it: Segmenting and examining customers based on their activity and unused loyalty program currency can offer insight into communicating with them and building their value. It can also help stimulate redemption. This is a double bonus: Not only do customers interact with the marketer, building affinity, but it helps with the books: Loyalty program points are often kept on corporate accounting sheets as liabilities. What are the keys to looking at unused program currency? “The first question marketers should be asking is why their members are keeping the points,” says Jill Goldworn, president of The First Club, which offers low-point redemption alternatives for companies running loyalty schemes....
Tracking B-to-B Behavior to Learn How to Approach a Lead
Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads—which, typically, don’t proceed to an immediate close—is a different story. ...
Techniques for Leveraging Atomic-Level Data
Many direct marketers need to be more creative in the ways that they leverage their customer data. Sure, just about everyone uses customer data to make general decisions about whom to promote. Typically, this is done with either rules-based logic such as RFM Cells, or more formal statistics-based predictive models. However, this is just scratching the surface....
Driving Information: Safeway Direct Insurance Learns About Its Market As It Goes
What's a direct marketer to do when data about a target audience isn't available? Safeway Direct Insurance faced this barrier when it began using direct...
Email Segmentation Triples HealthyPet’s Click Rate
When HealthyPet decided to segment its email database, it didn’t fool around. Today the publisher, which produces email and direct mail appointment reminders and educational content on behalf of more than 4,000 veterinarians nationwide, sends more than 130 versions of its enewsletter. ...
Using Uplift Modeling to Slash Email Marketing’s Hidden Cost
In an effort to reach as many customers as possible at minimal financial cost, many marketers overlook the pricey consequences that can result from sending mass, untargeted emails to their entire audience....
Can Third-Party Rewards Create First-Class Relationships?
Do third-party rewards dilute the branding message and relationship program participants have with marketers? Direct Newsline spoke with Jill Goldworn, president and co-founder of rewards and incentives provider TheFirstClub about the challenges and opportunities available to marketers seeking to broaden their reward program offerings....
