- About Us
Wed, 08/07/2013 - 09:40 - Mark Klein
For crucial life decisions, I consult my head, my heart, and my gut. At least two of the three need to be in agreement for me to act. But marketing decisions are not life decisions, and marketers in general make most of their decisions based on their experience and their instincts.
Of late, however, as marketers realize the power of data to help them in their job, they want to start making data-driven decisions rather than relying on instinct or old habits. They often don’t know where to begin, so we offer here a guide.
We need to make an obvious assumption, that you do have data. We assume it exists in one or more of the following forms:Read More ›
Wed, 07/03/2013 - 09:27 - Mark Klein
Lately I’ve been reading predictions that direct marketing is dead. Maybe its got a slight case of indigestion. But dead? Not hardly. It’s still a huge industry, with 2012 expenditures estimated by the Direct Marketing Association at $168Bn, generating sales of almost $2,000 trillion.
That’s over 50% of all advertising, accounting for over 8% of U.S. gross domestic product, and supporting 10 million U.S. jobs. It’s hardly dead, but it is hurting badly.
The symptoms?Read More ›
Mon, 05/13/2013 - 08:13 - Mark Klein
As more marketers become aware that successful cross-sell requires knowing what products to offer to each individual customer, the question everyone now wants answered is “How do you do that?” If you send out individualized marketing campaigns emphasizing cross-sell, how do you determine what products to offer to each customer that they have not previously purchased?
A key part of the answer, the secret to cross-sell, is to build an affinities table similar to the one shown below.Read More ›
Thu, 04/04/2013 - 14:10 - Mark Klein
When companies choose media for direct marketing campaigns, their knee jerk media choice is usually email. It costs so much less to create and deliver than a letter, brochure, or postcard. The process is painless and usually produces results that make the boss happy. So, what’s not to like?
Email is good. But postal campaigns can be better. At Loyalty Builders, we oversee direct marketing campaigns for our customers every day. As we help both B2B and B2C companies, we often see individualized postcards out-perform email. Of course there’s no “always”. And email is sometimes the better choice.Read More ›
Fri, 03/01/2013 - 09:46 - Mark Klein
Too many times I’ve heard marketers complain that “I’m data rich but information poor”. They’ve got transaction data, clickstream data, survey data, demographic data, you name it. There’s no doubt they have many data points for each of their customers.
Despite these troves of data, the most common direct marketing campaigns are what we call “spray and pray,” a ‘one size fits all’ approach where all recipients get the same message. This approach ignores the wealth of available data.Read More ›