Victoria's Secret

3 Ways to Segment Mobile Customers
November 11, 2009

With 90 percent of Americans using cell phones, many marketers may not be surprised that studies are emerging showing that mobile customers convert at significantly higher rates than online consumers—even when viewing the same offer. The device that's often with them all day is a perfect one-on-one marketing opportunity. Now all marketers have to do is figure out exactly who's holding the phone.

5 Ways to Upgrade Envelope Copy
August 12, 2009

The Internet age has been both a blessing and a curse for direct mail. On one hand, there is less mail in the physical mailbox, as many marketers have reduced their volumes in favor of e-mail messaging. On the other, prospects appear to make more rapid-fire decisions about their mail.

3 Reasons Marketers Should Continue to Allow Guests on Their Sites
August 5, 2009

For Nationwide Candy, getting helpful information from anonymous site visitors is like finding the prize in a box of Cracker Jack. In fact, sometimes the guests' product reviews are specifically about the molasses-coated popcorn and peanut treat.

Birthday Greetings!
September 1, 2005

Birthday mailings are a great way to connect with customers By Pat Friesen As direct marketers, we work overtime creating attention-grabbing events to surround special marketing offers such as white sales, frequent buyer programs and preferred customer privileges. However, do you realize that every customer in your database already has a very special and personal event that's anticipated as much as Christmas? That's right, it's his or her birthday! So, my question to you is, how are you helping celebrate your customer's birthday? It's a grand opportunity to make him or her feel special. It's also the perfect excuse for

Merchandising with Rich Media
February 1, 2005

By Ken Burke Increasing numbers of consumers are discovering the joys of fast broadband connections and rich media Web sites. Their expectations—and the dollar amount in their shopping carts—are on the rise. Here, we'll examine practical ways for you to take advantage of the fantastic merchandising opportunities presented by the increases in broadband adoption. Why design for broadband? Simply put, shoppers using broadband buy more—about 10 percent to 27 percent more, according to a June 2004 study from Forrester Research. They also expect more from your Web site. Forrester indicates that broadband users view more pages, see more images, use more interactive tools,

It Only Hurts When You Laugh
February 1, 2005

By Lois Geller A few nights ago, I watched a TV show where surgeons, dentists, trainers and fashionistas turn less-than-dreamy people into dreamboats. They looked great, but I kept thinking, "Ouch, all that cutting, lifting and teeth drilling has to hurt." And then, I started thinking of makeovers and you, the hard working direct marketer. Would you scream "Ouch!" if someone tried an extreme makeover on one of your programs? We all would. Our direct marketing efforts are what we do, how we make a living. They're us! And someone's giving us a makeover—changing things. All makeovers hurt when they're about you. "That's Not

Color Sells-The Right Palette Can Improve Response (1,000 words
January 1, 2003

By Lois Boyle There's a reason catalogs aren't printed in black and white: Color sells. How can you sell denim without showing the blue? Or oranges without, well, orange? While color is crucial to accurately presenting products, it's also important to use color as a tool to attract attention and maintain visual interest. The following is a list that designers should consider when selecting a palette. 1. Support of Brand Some catalogs are easy to recognize by their use of color. Why? Because they've established a well-defined color palette, and the color scheme becomes essential to their brand identity. Victoria's Secret urged customers to

Color Sells
January 1, 2003

The right palette can improve response By Lois Boyle There's a reason catalogs aren't printed in black and white: Color sells. How can you sell denim without showing the blue? Or oranges without, well, orange? While color is crucial to accurately presenting products, it's also important to use color as a tool to attract attention and maintain visual interest. The following is a list that designers should consider when selecting a palette. 1. Support of Brand Some catalogs are easy to recognize by their use of color. Why? Because they've established a well-defined color palette, and the color scheme becomes essential to their brand

Fitness Buffs
May 1, 2002

By Melissa Sepos She's the neighbor who gets up to run at 5:30 a.m., the mom who heads to kick-boxing class after dropping off the kids at school and the dad who plays in the basketball league from work. Fitness buffs are not just your garden-variety triathletes or Olympiads. Indeed, the fitness demographic is as diverse of a population as it is profitable. Last year several million consumers—about 30 percent of the U.S. adult population, according to statistics—spent more than $4 billion on exercise-related products. Who They Are Fitness buffs include people who regularly participate in recreational sports or exercise. Most tend