HCI Direct, Inc.

10 Tips to Maximize Postal Discounts
May 7, 2008

Organized by the Philadelphia Direct Marketing Association, a panel of regional mailing and postal experts met on May 1 to discuss maximizing postal discounts in the face of the May 12 rate changes. In attendance were representatives from leading marketing firms and the USPS, including Carolyn Angelini, director of production and postal at Bensalem, Pa.–based HCI Direct, a marketer of women’s hosiery and beauty products. Angelini offered these 10 best practices for maximizing postal discounts: 1. Designate a point person at your company to focus on address hygiene. 2. Take advantage of workshare benefits through destination discounts. Implement commingling, co-mailing and co-palletization, independently or

HCI Direct’s Karen Arbegast on Testimonial Development
June 20, 2007

Incorporating customer testimonials into front- and back-end direct mail, such as prospecting packages and customer invoices, can generate great results. According to HCI Direct’s Vice President of Marketing and Customer Service Karen Arbegast, testimonials are key components for marketing success. After 30 years using customer testimonials to market a women’s hosiery auto-replenishment home delivery continuity service, HCI recently added wellness and beauty product lines for women ages 40 and over. Now the company is revitalizing its proven testimonial-gathering process using e-mail marketing to solicit testimonials from customers who sign up for free trials of new HCI products. In this issue of TM Tipline, Arbegast

Editor’s Notes: Who Inspires You?
June 1, 2007

In less than a month, the editorial team and I will begin the challenging but wholly rewarding task of reviewing nominations for our annual Direct Marketer of the Year Award. The challenging part is selecting just one individual to recognize for his or her achievements in the field. But the reward, which makes the hard labor and agonizing over candidates completely worthwhile, is that we get the opportunity to learn about the fascinating work being conducted by numerous direct marketers. For example, last year’s winner was Margaret Carter, who heads up the American Red Cross’ direct response fundraising unit. She led her unit in a

HCI Direct’s Karen Arbegast on Retention and Redefinition
November 15, 2006

Putting the focus on the customer is not a new concept. However, a strong customer relationship management strategy is even more vital if you’re running a continuity program, where customer retention is key. Target Marketing spoke with Karen Arbegast, vice president, marketing and customer service for HCI Direct Inc., and discussed the company’s approach to customer retention, current initiatives and how HCI is redefining itself going forward. Target Marketing: How has HCI reshaped its approach to customer retention over the past few years? Karen Arbegast: The biggest opportunity we saw was to focus on the customer and the customer’s needs—particularly in the continuity environment, where so

Retention and Redefinition
October 1, 2006

Putting the focus on the customer is not a new concept. However, a strong customer relationship management strategy is even more vital if you’re running a continuity program, where customer retention is key. Target Marketing spoke with Karen Arbegast, vice president, marketing and customer service for HCI Direct Inc., and discussed the company’s approach to customer retention, current initiatives and how HCI is redefining itself going forward. Target Marketing: How has HCI reshaped its approach to customer retention over the past few years? Karen Arbegast: The biggest opportunity we saw was to focus on the customer and the customer’s needs—particularly in the continuity environment, where so

List Vision: Make Your Data Work Harder
August 23, 2006

To squeeze every last drop of response and profitability from a campaign, marketers’ data honchos are layering their database marketing strategies. And not all of these tactics are costly or require a NASA engineer to employ. At last week’s List Vision conference, JoAnne Monfradi Dunn, president of Alliant Cooperative Data Solutions, moderated a panel session titled, “Trick Out Your Data and Kick Up Your Revenue,” that delved into the successful data gymnastics being performed at four top direct marketing operations. Panelists included: Marijke Bekaert, HCI Direct; Janette Barrett, International Masters Publishers; Don Austin, May Development Services; and Johanna Rivard, Ziff Davis Web Buyer’s Guide. Here’s what