Altman Dedicated Direct

From TV to PC
March 1, 2009

Nearly 30 years after the Ginsu knives hyperbole hit the airwaves, the URLs scrolling along the bottom of today’s DRTV spots are proof that the channel has evolved.

Keep Them in the Fold
October 1, 2007

Done well, continuity marketing can be quite a lucrative business. But it also can be a risky business as the profit from continuity marketing comes from a marketer’s ability to acquire a customer once and ship paid products to him or her multiple times. Most marketers lose money acquiring continuity customers or, at best, break even. To be profitable, you must retain customers beyond the initial order. To improve retention you must: • Add or increase the number of retention-driving tactics; and • Reduce or eliminate actions that are retention killers. Retention drivers are policies or promotion tactics that increase the length of

Fulfillment: At Your Request
July 1, 2007

A sure way to fire up results for your fulfillment program is to look for opportunities to better serve your leads during their information-gathering process. If two-thirds of consumers have reported they feel unsolicited marketing materials are not relevant to their needs, according to Yankelovich research from late 2005, can you imagine the level of expectation for respondents who have requested further contact? By applying old-fashioned marketing strategy and leveraging today’s technologies, marketers can turn lead-generation data into customized fulfillment kits that are both more appealing to the recipient and helpful at moving the conversion process along. Data on Tap All customization processes start by assessing the

An Outsourcing Checklist
October 1, 2006

Whether you go through a formal RFP process or not, careful consideration of your requirements and the prospective fulfillment center’s capabilities to meet those requirements is necessary to making a decision that works for you and your customers in the long run. To end up with a fulfillment partner with which you are truly satisfied, please don’t short shrift this decision—spend the time necessary to make the right choice. If you don’t have the time or expertise internally to evaluate your options, consider hiring a consultant or other outsource selection professional to do this for you. The time to discover a fulfillment center cannot

Placing Inserts in DRTV-Sold Product Shipments
September 13, 2006

If you’re successfully using inserts or are planning to test inserts for customer acquisition, consider testing inserts in DRTV product shipments. DRTV tends to generate large volumes of customers and thus lots of shipments that can offer insert space. Because buying from DRTV involves a certain amount of impulsiveness and customers are almost always first-time buyers, DRTV buyer files tend to go stale faster than direct mail or catalog buyer files. As such, inserts are an ideal way to reach these consumers because they allow you to reach them when they are at their hottest. The challenge for insert marketers is how to maximize response from

Prioritize Your Upsell and Cross-sell Offers
September 13, 2006

When offering multiple upsell or cross-sell offers during inbound telemarketing calls, pay close attention to how you prioritize these offers. In general, the conversion rate will drop with each successive offer, so it makes sense to present your most expensive and, presumably, most profitable upsell or cross-sell offer first, then the next expensive offer and so on. There are a few exceptions to this rule: A continuity or auto-replenishment program should always be offered first because it invariably delivers more lifetime profits than any single upsell—even though the up-front revenue may not be the largest of your upsells. Cross-sells that are closely aligned to a particular item

Present the Same Payment Plan for All Offers
September 13, 2006

If you use a payment installment plan for your primary offer, make the same payment plan available for your upsell offers. It’s a disconnect for customers who purchase a product on an installment plan to then be offered an upsell that requires a single payment. What’s more, your upsell conversion rates will increase when you offer the same payment plan. So, if your primary offer is for three payments, then offer three payments for each upsell as well. This allows your call center reps to position the upsell purchase in a way that is more palatable to customers. For example, your rep can offer to

Never too Small to Test
June 1, 2006

Just because your database isn’t in the millions and your budget isn’t the size of Dell’s, that doesn’t mean you can’t test. But if your housefile is only 25,000 names and your usual mailings are no more than 35,000 pieces, how do you get statistically reliable data from your tests? The answer lies in repetition. Whatever testing rules you are following, the statistical hurdle of 50 or 100 orders can be daunting for a small business. Overcome that problem by testing the same concept repeatedly. For example, if you are curious about whether installment payments will benefit your product but are unsure how much of

Multichannel Testing
June 1, 2006

From our days as neophyte direct response marketers, we have heard the mantra: “Test, test, test. And when you’ve done that, test some more.” The reality is there’s no substitute for well-planned and carefully executed testing to move your brand’s direct results to the next level. The complications of multichannel marketing add to the complexity of marketing programs and, as a result, testing plans. But the Web offers opportunities as well. Everything on the Internet happens quickly. And it offers significantly lower testing expense—without incurring major production costs. So why not take advantage of the benefits available online to improve your entire direct response program?

Seven Ways to Combat List Fatigue
May 24, 2006

Attend any direct marketing conference or chat with your peers, and you’ll undoubtedly encounter the double whammy of shrinking universes and list fatigue as a topic of conversation and concern. Logically, the decreasing responses that direct marketers are seeing across the board make sense. Combine less available universe, consumers who are more marketing-savvy, ever-widening options for purchase and the increasing cost of marketing; and the result is intense competition for the most likely consumer prospects. And those prospects are becoming more inured to the message every day. As mailing becomes more expensive on all fronts, there often is a tendency to cut back and focus on