Monthly Archives: December 2007

What is the state of your e-commerce system?

Recently I’ve been involved with a project that involves researching what leading B-to-B and B-to-C catalogers are doing in the area of e-commerce systems. Specifically, what, if any, systems they’re using to conduct search engine optimization (SEO), pay per click … Continue reading

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Test Private Customer Sales

Like you, I receive many mail offers that just don’t grab my attention. If it looks like a “mass mailing,” I don’t perceive it to be relevant. In this age of variable printing and personalization, there’s really no excuse not … Continue reading

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Good or Bad? How We in B-to-B, too, Have Trained Our Customers to be Last-minute Shoppers

I’ve heard a number of nervous comments from B-to-B direct marketers who rely on seasonal products or end-of-the-year sales peaks. Everyone seems a little concerned as their order curves are behind last year’s — in some cases more than 20 … Continue reading

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How to avoid the dreaded "delete" key.

Each morning as I open my e-mail, I sit with my index finger perched on the delete key. I suspect I’m like many others. Today’s e-mail environment has trained us all to be “vicious deleting machines.” We scan every sender … Continue reading

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How many one time buyers do you have?

Too often in our acquisition efforts we get caught up in the excitement of initial response rates and the rolling out of successful tests. While getting that first order always is exciting, we must be careful not to judge any … Continue reading

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How well do you really know your competition?

When visiting client organizations, I’m often surprised at how little they really know about their top three or four competitors. I’ve always assumed my competitors are very smart businesspeople and, as such, wanted to know everything they were up to. … Continue reading

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Are you really doing enough to improve your offers?

Direct marketers today spend an inordinate amount of time on media, lists and creative. While these all are important variables, sometimes we need to remember the most important variable of all is what you’re offering. We tend to get carried … Continue reading

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Are You Asking for a Referral When Taking an Online Order?

When we make really good offers to customers or prospects and they buy, that’s the moment to ask for a referral. After all, they want their friends and business associates to get the same great offer they just got, right? … Continue reading

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Are Your Mailings Irrelevant or Just Plain Stale?

Lately I’ve noticed I’ve been getting repeat mailings from large B-to-B office suppliers — and they all look the same. It probably doesn’t help that Office Depot, Staples and OfficeMax have similar corporate colors. They all seem stuck in their … Continue reading

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