Topic | CRM

A new database marketing model has helped Microsoft lift prospecting email and telemarketing response rates by as much as 300%.

Bath and body products retailer Crabtree & Evelyn is hoping an aggressive customer contact strategy and an updated loyalty program will result in the sweet smell of success. At the heart of its re-energized customer focus is "Platinum," a loyalty program the company launched just over a year ago to replace its "Preferred" scheme. For…

Goldilocks’ experiences—particularly with too hot/too cold and too big/too small—are meaningful when it comes to using information in marketing. Given the nuances of data-driven targeting, the pressure is on all of us marketers to get it just right.

There is information in inaction, if marketers know how to analyze it: Segmenting and examining customers based on their activity and unused loyalty program currency can offer insight into communicating with them and building their value. It can also help stimulate redemption. This is a double bonus: Not only do customers interact with the marketer,…

Never mind the dog: One animal-focused organization has generated a donation by cleaning up after its donors. “People can change email addresses as easily as they change their socks,” says Debbie Swider, emarketing director at ASPCA, adding that the organization’s procedure for updating contact information isn’t as efficient as it could be. As a result,…

Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads

Many direct marketers need to be more creative in the ways that they leverage their customer data. Sure, just about everyone uses customer data to make general decisions about whom to promote. Typically, this is done with either rules-based logic such as RFM Cells, or more formal statistics-based predictive models. However, this is just scratching…

With roughly a week and a half before Christmas, it would be easy for marketers to feel their fates have been set. It would also be incorrect, according to Dennis Armbruster, managing partner at LoyaltyOne Consulting.

Where are you going next year? What direction do you want to take your business? Before you sit down to put together next year's direct marketing plan, take a look at where you have been and what you have done.

What's a direct marketer to do when data about a target audience isn't available? Safeway Direct Insurance faced this barrier when it began using direct