Kelly J. Andrews

Kelly J. Andrews
Driving Customer-Acquisition Traffic

By Kelly J. Andrews Let It Ride The business-transforming power of e-commerce seemed unlimited just two years ago. Back then, the door was open for direct marketers to apply their knowledge to a new direct-to-consumer medium that had reached mass acceptance at unprecedented speeds. Business plans were laid, money was invested, and glossy front-ends were seamlessly integrated with flawless back-ends. But for many marketers, results didn't live up to the hype. Blame the economy, blame overblown expectations, but don't blame the medium itself. Says Will Tifft, senior vice president and general manager, mail and network product marketing, 24/7 Real Media, "The

Extending Upselling and Cross-Selling Efforts (2,414 words)

By Kelly J. Andrews A very good retail salesperson upsells this handbag to match that dress, the lamp to complement the sofa. To contrast, telephone reps, lacking face-to-face contact, used to function as mere order-takers, not salespeople. Direct marketers relied on persuasive copy to sell, not their inbound reps. This outdated reality has changed. The reasons are several: First, the increased costs of mailing have put pressure on call centers to increase order sizes and become profit centers. Second, upselling and cross-selling efforts not only increase average order size, but also help retain customers by turning single-buyers into multi-buyers and upping their involvement with

Banner Ads Rich Media, Richer Response (1,251 words)

By Kelly J. Andrews While Internet usage and e-commerce have skyrocketed, banner ad click-through rates have dropped precipitously amid the clamor. While 83 million U.S. adults now have Internet access, according to IntelliQuest, an Austin, TX, market research firm, most industry analysts say the response rate to banner ads is less than 1 percent. There may be more consumers online, but direct marketers aren't interested in creating or collecting impressions—they're trying to make sales. So how can they break through the deafening noise on the Internet to make messages standout? Some think rich media is the answer. The use of rich media

Acquisition Helps Woodworking Double Circulation (787 words)

by Kelly J. Andrews The best way to build a house, cabinet or bookcase is from the bottom up. The editors of Today's Woodworker usually advocate starting with quality raw materials and building from scratch. But when the Medina, MN, publisher wanted to increase the circulation of its decade-old enthusiast magazine, the nail-by-nail and board-by-board approach wasn't fast enough. Instead, Today's Woodworker took a rare short cut and joined the merger and acquisition trend within the direct marketing industry. Rockler Companies Inc., which owns the magazine, bought Woodworker's Journal from publishing giant Primedia Corp. Rockler relaunched the combined magazine as Woodworker's Journal, the

State of the Industry-1999 (2,293 words)

Reported by Kelly J. Andrews There's no doubt the direct marketing industry is thriving. Survey after survey shows that both revenues and profits are up, and research companies predict that the future will remain rosy for years to come. However, that bright and happy big picture is made up of lots of small ones—thousands of direct marketers that each have a unique story, strategy and perspective. To find out what's happening at ground level, we conducted a State of the Industry survey that took a close look at direct marketers across the country. The direct marketers we surveyed are a cross-section of