Hennerberg Group Inc.

How Do You Measure Up? (All About eMail 2011 Virtual Show session)
February 17, 2012

Click above/below to view this webinar, originally offered as a session at the All About eMail 2011 Virtual Conference & Expo.

Let's face it: A great way to gauge how you're doing from an email marketing standpoint is by tracking how you compare with industry standards around email benchmarks. This session will discuss the Measurement Accuracy initiative of the DMA/eec - which intends to standardize the basic reporting and measurements on email - like render rate, click through rate and accepted rate- as well as go over email industry averages on measurements such as opens, clicks, unsubscribes, undeliverables, emails sent, most popular day of the week and time to send emails, etc.

Click here to view today!

2 Copy Trends in E-mail Campaigns
May 26, 2010

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.

3 Facts About Hotline Names
February 24, 2010

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?

Taking Risks, Increasing Response
April 1, 2006

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

Taking Risks,
Increasing Response
March 9, 2006

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 1, 2004

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 1, 2004

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 1, 2003

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