Direct-to-Customer Commerce

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

No Shrinkage in Direct Mail

This is the headline in List and Data Strategies, an e-newsletter from Multi-channel Merchant magazine. Click here to read the entire story (it’s not too long).

This is a great reminder that in spite of the incredible growth of search marketing (both paid and natural), and the web, marketing is still about putting your message in front of eyeballs. And the fact is that well-done direct mail remains among the most effective methods of targeted marketing.

Search, banner ads, “adwords” and all those other web-based marketing tools are often effective only because their cost is sooooo looooow. And thus, the response necessary to break-even or be profitable is very low. Nothing wrong with that.

Has anyone other there started tracking promotion history to the point that they know which of their customers do not respond to certain media? It seems to me that it’s possible to identify a significant number of customers who clearly have a preference for certain marketing channels, and thus could be omitted from other marketing channels and further drive down the volume of unwanted marketing messages.

Filed under: Direct Commerce, News

Even Younger Demographics Prefer Direct Mail

That’s the headline of an article in Chief Marketer, today. The article, by Peter Meyers, reports on the results of a survey asking about what communications channels people prefer.

Meyers reports that nearly 60 percent of 18-24 year olds prefer paper mail to electronic mail in numerous product categories.

Now, as a 58 year old, who has been in the direct marketing business for 30+ years, I’m kind of glad to hear that. But I also note, personally, that while I like to get catalogs (because they’re better for browsing and shopping), I prefer email for single item promotions.

But the real question is not what 18-24 year olds say they prefer, but rather to which do they respond at higher rates. Those of us who have been in direct marketing for a long time learned a long time ago, that it’s not what people say they will do, it’s what they actually do, that counts.

I’d love to see some good test results on this issue, but no one has published the real stuff yet. Maybe soon.

Filed under: Direct Commerce, Uncategorized

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