Direct-to-Customer Commerce

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Strategic insights into the direct commerce industry, including ecommerce, direct marketing and related fields

Learning the basics of direct marketing

I’m pleased to see a growing emphasis on ecommerce practioners to learn the basic techniques and strategies of direct marketing. Denny Hatch, in his Business Common Sense newsletter, has recently noted that the Goodmail/AOL delivery fee will lead to improved segmentation, improved creative and better economic analysis. ExactTarget not only reported on Open and Click Thru rates, which is displayed below under “Links to check out,” but also noted that open rates decline as list size increases — which further highlights the need for better targeting and segmentation in email marketing. This is not news to anyone with a history in direct marketing. 3-15-2006

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Filed under: Direct Commerce, Uncategorized

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