May 2009

Why Timberland Emails are Always Welcome in my Inbox

May 26, 2009

Some emails linger in my inbox waiting on me to acknowledge them. Days pass with them unopened and nearing expiration before I act. When I do, my typical response is to sort by the sender and delete in mass without opening them. Most of the time, I’m shaking my head at the list of subject lines that appear.

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Why Social Media is the Best Thing to Happen for Direct Mail

May 21, 2009

It has always bothered me that a 3% response rate is considered successful in direct mail prospecting. I know all of the arguments. (“It’s part of the acquisition costs. We’ll make it up with the next mailing.” “The breakeven is low, so a lower response is profitable.” And, my personal favorite, “It’s how things are done in the mail order industry.”)

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Why Direct Mail Still Works in a Social Media World

May 20, 2009

Many purveyors of social media have declared that traditional marketing is dead. In their minds, direct mail was the first casualty in the battle between viral and old school sales tools. Their rally cry “Stop marketing and start engaging” is gaining traction as companies seek new ways to generate revenue without increasing costs.

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Got Social Media, Direct Marketing or Multichannel Management Questions? Get Answers.

May 19, 2009

If you are like me, finding answers can be challenging. Over the years, many people have helped me resolve an assortment of issues simply because they could. There wasn’t a hidden agenda or any transfer of resources, I asked a question and they gave me an answer.

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Walking the Talk: When Delivering on the Promise Fails

May 18, 2009

How well does all of the talk about delivering on the promise convert into real customer experiences? It sounds wonderful in corporate meetings and contributes to great PR, but what happens when customers walk through the door?

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