Dear Catalog CEOs:
Have you bought flowers yet for your spouse/partner?
Here's the thing. Somebody decided to create an "event", and the public complied, to the tune of billions of dollars of chocolates and flowers and jewelry and cards.
An EVP recently told me that his brand had "nothing to talk about, the customer has seen it all".
Well, if you have nothing to talk about to the customer, why should the customer even care about you?
You can build upon an existing event.
You can create an event.
Or, you can do like Fab.com does ... they have sixteen events each day.
Sixteen events every single day!
We used to plan our lives around sixteen catalogs per year ... each email campaign indirectly supported catalog mailings.
We might have to get used to a future where we have sixteen events a day, each one targeting a different customer segment.
Here's some data from a business that routinely tests different percentage off ideas to various customer segments. Your job is "fil...
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...
Yeah, that's a lousy picture. Too bad. Today is essay day. If you don't want to read something long, stop here. I spend a...
Say you manage a paid search program. Last month you spent $100,000 and the following happened. Cost = $100,000. Clicks = 200,000. Co...