Mother's Day will see more flowers sold than any other day, even Valentine's Day. As floral companies' sales bloom during this period, I looked at last year's Mother's Day emails from some of the top floral brands to see what campaigns and tactics performed best.
Direct marketers take pride in accountability. But as I've said before, they can be their own worst enemies when it comes to measurement. They're good at measuring things that are easy to count—clicks, page views, response rates, cost per lead, etc. But they struggle with measuring the long-term or cumulative effects that the branding in their promotions has on current and future sales—people who buy, but not as a result of a specific promotion, the so-called halo effect.
For years, I've been saying direct marketers are their own worst enemy when it comes to measurement. Direct marketers are good at measuring the things they've traditionally measured—response rates, cost per lead, cost per acquisition, etc. But they're not good at measuring the effect that their communications have on the non-responders; when, in fact, the effect of consistent branding in direct communications is what makes direct marketing powerhouses like Omaha Steaks and 1-800-flowers.com top of mind when consumers are ready to purchase (not to mention Amazon).
The U.S. Postal Service (USPS) will suspend a pilot program of a same-day delivery service in San Francisco due to lack of interest. The one-year pilot, called "Metropost," will be suspended March 1, USPS said. It was rolled out in December 2012 to test demand for same-day deliveries in a 49 square-mile radius in and around the city. However, only 95 packages a day were sent by the six participating retailers over a five-month period, well short of the required daily minimum target of 200 packages, the USPS' Inspector General's (IG) office said in a statement last week.
As marketers continue to adjust to the May 2007 U.S. Postal Service rate hike, more companies are attracted to the world of insert media, says Doug Guyer, president of new business development for Berwyn, Pa.–based International Direct Response. Low costs and circulation in the millions make inserts a viable supplement for almost any marketing program. The seven tips below will help jump-start your insert media strategy. 1. Make a strong offer. Focus on the offer and call to action before branding initiatives. “Insert media can have some brand marketing benefits, but it is best looked at as a direct response marketing vehicle,” says Ben
Both package insert program (PIP) owners and mailers stand to gain if a program is successful. Carle Place, N.Y.-based gift retailer 1-800-FLOWERS.COM Inc. sends out approximately 2.5 million package insert envelopes per year across its collection of brands, which includes flagship 1-800-FLOWERS.COM as well as Plough & Hearth, HearthSong, Magic Cabin Dolls, The Popcorn Factory, GreatFood.com and Cheryl & Co. Jill Eastman Vidal, director of third party marketing for 1-800-FLOWERS.COM Inc., spoke with Target Marketing about how program owners and mailers can optimize their mutual goals for maximum ROI. Target Marketing: How can a program owner offer more value to mailers participating in its programs? Jill
Both package insert program (PIP) owners and mailers stand to gain if a program is successful. Carle Place, N.Y.-based gift retailer 1-800-FLOWERS.COM Inc. sends out approximately 2.5 million package insert envelopes per year across its collection of brands, which includes flagship 1-800-FLOWERS.COM as well as Plough & Hearth, HearthSong, Magic Cabin Dolls, The Popcorn Factory, GreatFood.com and Cheryl&Co. Jill Eastman Vidal, director of third party marketing for 1-800-FLOWERS.COM Inc., spoke with Target Marketing about how program owners and mailers can optimize their mutual relationship for maximum ROI. Target Marketing: How can a program owner offer more value to mailers participating in its programs? Jill Eastman Vidal:
Opening up your packages to third-party advertising offers can be a valuable source of added revenue. But in doing so, you want to make sure your program is making—not costing—you money. To find out how marketers can get the best return on their insert media program investment, Target Marketing spoke with Jill Eastman Vidal, director of specialized media marketing for 1-800-FLOWERS.COM. Target Marketing: What are some points to consider when you want to improve your insert media program ROI? Jill Eastman Vidal: Shoring up your operations is really an important component to ensure you’re making as much money as you can. [For example] making sure the
New technology allows for more targeted DRTV spots It seems ridiculous that a printed medium—direct mail—has been targeting consumers for decades, while television has been stuck with non-targeted advertising, airing the same ad to everyone. Thanks to a new concept called addressable TV advertising, it’s now possible for advertisers to deliver customized messages to TV viewers. Addressable TV advertising brings the direct mail practice of targeting to a TV audience. You now can deliver TV ads tailored to consumers based on geographic, demographic or behavioral components. This advance has been made possible by new technology that inserts different versions of the commercials at
The ABCs of Creating a Package Insert Program If you have an established mail-order business and ship more than 500,000 packages annually, you can leverage those outbound shipments—and the postage you pay to deliver those goods—by creating a package insert program (PIP). This additional source of revenue is relatively simple to institute and can add to your bottom line. Get Started The key is to target customer shipments that won’t push your package into another postage class when you include an additional 1.5 ounces to 2 ounces. Evaluate your operating system to determine if it can track how much “postal” space remains after