Matthew has a few questions that he'd like to see if you might be willing to answer. Here are his questions, as e-mailed to me. Please discuss, and leave your answers in the comments section of this post.
What is the importance of catalog cover testing when your company is in Retention mode? I believe that it is necessary to prevent a cover that would bomb from slipping through and going full-scale. But at this point the brand should be established and major changes to covers would/should be unlikely. My point here is that I believe it is often the flagship test of a catalog and receives the most attention. A cover test is not a viable method for generating incremental revenue.
Where would Multi-Channel marketing be if Email came before Direct Mail? Emails win in ROI and Catalogs win in Sales per Mailing so what would be different? Would we be excellent at segmenting our email audience and only blasting to our most profitable customers? Would Catalogs get sent to everyone because of their tremendous Sales per Mailing and Response?
Please use the comments section of this post to offer Matthew your thoughts.
Helping CEOs Understand How Customers Interact With Advertising, Products, Brands, and Channels
November 21, 2008
E-Mail Priority And Catalog Covers
Subscribe to: Post Comments (Atom)
Many of you have forwarded articles to me outlining how your local mall is considering taking empty space and turning it into pickleball cou...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
Sometimes you think "people already know this stuff". Sometimes you realize that Google Analytics give smart analysts almost no op...
If you want to understand why clients don't trust vendors and trade journalists, read this little peach from a week ago: Direct Mail is ...
Post a Comment
Note: Only a member of this blog may post a comment.