Search results for Hennerberg Group Inc.
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2 Copy Trends in E-mail Campaigns
May 26, 2010 From Tipline
Among the myriad tools and processes covered by Gary Hennerberg, president of direct marketing consultancy Hennerberg Group Inc., in last week's Target Marketing webinar, "Online Competitive Intelligence," two key developments on the e-mail creative front stood out as something to consider.
May 26, 2010 From Tipline
Among the myriad tools and processes covered by Gary Hennerberg, president of direct marketing consultancy Hennerberg Group Inc., in last week's Target Marketing webinar, "Online Competitive Intelligence," two key developments on the e-mail creative front stood out as something to consider.
Online Competitive Intelligence - How to gather Web data to improve performance as well as get a jump on your competition
May 18, 2010 From Webinars & Virtual Events
May 18, 2010 From Webinars & Virtual Events
The Web offers unprecedented opportunity to track your competitors' online marketing efforts to improve your own organization's performance. Whereas a direct mail test drop into
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The New Direct Mail List Frontier: Online-Generated Leads
March 3, 2010 From Tipline
As the number of rented names sourced from direct mail has dwindled during the recession, one source of growing list volume is online-generated leads with postal mailing list addresses.
March 3, 2010 From Tipline
As the number of rented names sourced from direct mail has dwindled during the recession, one source of growing list volume is online-generated leads with postal mailing list addresses.
3 Facts About Hotline Names
February 24, 2010 From Tipline
For decades, marketers have shaped their direct mail programs around the knowledge that the most recent customer or lead names to come onto a file, called a hotline, are the most responsive to be had in the marketplace. But now that we're marketing in the Internet age, with access to hotline segments on e-mail lists as well, has this select lost any of its luster?
February 24, 2010 From Tipline
For decades, marketers have shaped their direct mail programs around the knowledge that the most recent customer or lead names to come onto a file, called a hotline, are the most responsive to be had in the marketplace. But now that we're marketing in the Internet age, with access to hotline segments on e-mail lists as well, has this select lost any of its luster?
5 Common Customer Segmentation Mistakes to Avoid
February 4, 2009 From Tipline
The best way for marketers to make the most of their customer relationships is to understand their customers' needs, wants, values. That’s precisely why customer segmentation is so vital—it provides valuable information about customers so marketers can furnish stronger, more targeted offers.
The trouble is customer segmentation comes with its challenges, and marketers often trip up during the process. Here, industry professionals discuss common mistakes marketers should avoid when performing customer segmentation.
February 4, 2009 From Tipline
The best way for marketers to make the most of their customer relationships is to understand their customers' needs, wants, values. That’s precisely why customer segmentation is so vital—it provides valuable information about customers so marketers can furnish stronger, more targeted offers.
The trouble is customer segmentation comes with its challenges, and marketers often trip up during the process. Here, industry professionals discuss common mistakes marketers should avoid when performing customer segmentation.
Taking Risks, Increasing Response
April 2006 From Target Marketing
By Linda Formichelli Assurity Direct gets creative with mail and models to energize its prospecting. Assurity Life Insurance Co. is a study in innovation, change and risk-taking—from its history to its direct mail program. Innovation: In 1890, Dr. E. O. Faulkner created Modern Woodmen Accident Association because he saw a need to make accident coverage available to working people—not just the wealthy. This Lincoln, Neb., company continued to expand and add products over the next century. Change: In 1954, three Woodmen companies were merged to create Woodmen Accident and Life Co., and in 1997, the Assurity Life Insurance Co. was formed as a
April 2006 From Target Marketing
By Linda Formichelli Assurity Direct gets creative with mail and models to energize its prospecting. Assurity Life Insurance Co. is a study in innovation, change and risk-taking—from its history to its direct mail program. Innovation: In 1890, Dr. E. O. Faulkner created Modern Woodmen Accident Association because he saw a need to make accident coverage available to working people—not just the wealthy. This Lincoln, Neb., company continued to expand and add products over the next century. Change: In 1954, three Woodmen companies were merged to create Woodmen Accident and Life Co., and in 1997, the Assurity Life Insurance Co. was formed as a
Increasing Response
March 2006 From Target Marketing
Assurity Life Insurance Co. is a study in innovation, change and risk-taking—from its history to its direct mail program. Innovation: In 1890, Dr. E. O. Faulkner created Modern Woodmen Accident Association because he saw a need to make accident coverage available to working people—not just the wealthy. This Lincoln, Neb., company continued to expand and add products over the next century. Change: In 1954, three Woodmen companies were merged to create Woodmen Accident and Life Co., and in 1997, the Assurity Life Insurance Co. was formed as a subsidiary of Woodmen Accident and Life. Risk-taking: Assurity Direct, the direct marketing division of Assurity Life,
Prospecting Done Right
June 2004 From Target Marketing
Long-term Strategies for Profitable Customer Acquisition Prospecting for new customers is risky business. It’s especially risky if you don’t evaluate your prospecting efforts thoroughly. Slice the numbers one way, and you won’t grow your business as quickly. Slice the numbers another way, and you may not yield a profit from new customers. Evaluating your prospecting efforts accurately and with precision requires a minimum of five steps: Step #1: Identify your tolerance level for time between acquisition and breakeven. Step #2: Develop a long-term value (LTV) model. Step #3: Properly allocate unknown order sources back to prospecting. Step #4: Use the LTV of your
June 2004 From Target Marketing
Long-term Strategies for Profitable Customer Acquisition Prospecting for new customers is risky business. It’s especially risky if you don’t evaluate your prospecting efforts thoroughly. Slice the numbers one way, and you won’t grow your business as quickly. Slice the numbers another way, and you may not yield a profit from new customers. Evaluating your prospecting efforts accurately and with precision requires a minimum of five steps: Step #1: Identify your tolerance level for time between acquisition and breakeven. Step #2: Develop a long-term value (LTV) model. Step #3: Properly allocate unknown order sources back to prospecting. Step #4: Use the LTV of your
The Power of Referrals
January 2004 From Target Marketing
How your customers can add extra profits to your bottom line A number of years ago, I was the marketing manager for a well-known book club. Twice a year the direct marketing department met with the president to review accomplishments and plans for the next marketing season. During this meeting, we shared the results of our programs and campaigns—direct mail, magazine advertising, package insert and member-referral. He looked at the line-by-line profit-per-customer acquired of each marketing initiative and declared, “Let’s do more of the member-referral program.” Those of us in the direct marketing division chuckled to ourselves. There were, after all, only so many
January 2004 From Target Marketing
How your customers can add extra profits to your bottom line A number of years ago, I was the marketing manager for a well-known book club. Twice a year the direct marketing department met with the president to review accomplishments and plans for the next marketing season. During this meeting, we shared the results of our programs and campaigns—direct mail, magazine advertising, package insert and member-referral. He looked at the line-by-line profit-per-customer acquired of each marketing initiative and declared, “Let’s do more of the member-referral program.” Those of us in the direct marketing division chuckled to ourselves. There were, after all, only so many
Online Meets Offline
November 2003 From Target Marketing
By Hallie Mummert Get your best results ever with channel-integrated campaigns. In a study of more than 130 retailers conducted earlier this year by Forrester Research for Shop.org, multichannel (catalog, store and Web) retailers reported more than 46 percent of their customers who typically buy online also make purchases offline, and 17 percent of their customers who primarily shop offline also make online purchases. What's more, 15 percent of offline purchases are influenced by information gathered on the retailer's Web site, according to the study. This kind of cross-channel information-gathering and purchasing behavior
November 2003 From Target Marketing
By Hallie Mummert Get your best results ever with channel-integrated campaigns. In a study of more than 130 retailers conducted earlier this year by Forrester Research for Shop.org, multichannel (catalog, store and Web) retailers reported more than 46 percent of their customers who typically buy online also make purchases offline, and 17 percent of their customers who primarily shop offline also make online purchases. What's more, 15 percent of offline purchases are influenced by information gathered on the retailer's Web site, according to the study. This kind of cross-channel information-gathering and purchasing behavior
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