January 04, 2011

Multichannel Forensics: E-Mail

The most interesting trends in my Multichannel Forensics work are in e-mail marketing.

Run your Migration Probability Tables, and pay close attention to what last year's e-mail buyers do in the next twelve months.
  • If they are more likely to shop via e-mail than via catalog, your business is ready to reap cost savings rewards.  Test e-mail vs. catalog frequency, identify the optimal combination of contacts!
  • If they are more likely to shop via catalog than via e-mail, you have a true catalog business ... it's going to be very hard to get away from catalog marketing in the future.
  • Look at the geographic distribution of e-mail buyers ... are they more similar to the rural catalog buyer, or are they more similar to the suburban e-commerce shopper?  If they are closer to the suburban e-commerce shopper, start testing the optimal combination of contacts.

National Mail Order Catalog Day

Did you know that Saturday was National Mail Order Catalog Day? The junk mail never stops. Why would it? Happy #NationalMailOrderCat...