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Denny's Daily Zinger: Profitable Marketing Means Redlining

June 20, 2014 By Denny Hatch
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red·line /'red,līn/ intransitive verb:  to withhold home-loan funds or insurance from neighborhoods considered poor economic risks; and transitive verb:  to discriminate against in housing or insurance
—Merriam Webster

My six-word definition of marketing:

Find profitable customers; avoid unprofitable customers.

In actuality, that's redlining.

What triggered this column was Shelly Banjo's Wall Street Journal story, "Rampant Returns Plague E-Retailers."

According to the writer:

Behind the uptick in e-commerce is a little known secret: As much as a third of all Internet sales gets returned, according to retail consultancy Kurt Salmon.

Only 1/3rd of stuff gets returned? That's good.

I come out of book publishing, where all books are fully returnable from booksellers. And 40 percent of all books shipped are returned.

My first boss in business in 1961 was children's book publisher Franklin Watts. Every morning on his birthday, Frank would storm out of his office. "Don't wish me many happy returns," he would snarl (with a twinkle). "There's no such thing."

Consultant Bob Doscher once regaled me with the tale of catalog bandits. That's the woman who (a) orders three party dresses from a cataloger, (b) wears one to the party and then (c) returns all three for full credit.

Banjo writes:

So this year, chains are digging through past transactions to weed out chronic returners, train shoppers to make better decisions or stem buyer's remorse.

Takeaway to Consider

  • You can't train weasels from a distance. The only solution is make sure they never hear from you again.

Denny Hatch's new book is "Write Everything Right!" Bob Schwarztrauber writes, "Veteran writer Denny Hatch has mastered the writing business. It is your good fortune and mine that he has come out with a brand new book that will help us avoid making time-wasting, profit-wasting mistakes when we write. His book is titled, 'Write Everything Right!' You need this book if you are serious about writing and getting paid well for it." Click here to download (opens as a PDF) and read the first three chapters FREE. The title is also available on Kindle. Reach Denny at dennyhatch@yahoo.com.

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

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