Alicia Orr

Boost ROI by Doing e-mail campaigns right By Alicia Orr For very little upfront investment, you can contact thousands of prospects at the click of a button. That's the power of e-mail marketing—but it's also a potential problem. The ease and speed by which a marketer can get out an e-mail campaign makes it inherently dangerous. Just as in our own personal e-mail communications, it's tempting to type away and hit "send" without really thinking about what we're saying and how we're saying it. All too often, the same care that would go into writing a direct mail letter doesn't go

A Successful RFP Nets You the Right Partners By Alicia Orr To execute database marketing requires bringing together many components—from creative to planning to software and systems. Some direct marketers prefer to hire a one-stop shop to run their entire process. Others may prefer to outsource pieces of their operation to a variety of different vendors and consultants. And still others opt to handle it all in-house. And for database marketing, the size of the company doesn't really matter when it comes to outsourcing decisions. Large corporations are just as likely to look outside for expertise as are smaller companies. Let's break down

Mailers are having success with package Inserts, co-ops, Blow-ins and statement stuffers—they'd just rather not talk about it By Alicia Orr The title for this piece came from a conversation I had with Leon Henry during the Annual Catalog Conference in Boston last June. "You know," said Henry, chairman of Leon Henry Inc., "inserts fly below the radar screen. We're quite a large industry if you'd take the time to look. We're a factor and no one knows it." So I accepted Henry's challenge and decided to tackle this story. No easy task. It's difficult, if not impossible, to accurately quantify the size of

By Alicia Orr Wanted: Technology That's Proven I Don't have a "Palm." Of course you know I'm speaking of the hand-held wireless personal computing devices that are so prevalent at every business meeting, trade show and airport terminal—or any other place where business persons converge of late. I'm intrigued by these and other personal digital assistants but haven't ventured over the line into buying one due to two fears: 1) I worry that by the time I purchase, set up and learn to use my "Palm," it will have become obsolete. 2) I fear I'll screw the thing up some how—or a computer bug

By Alicia Orr, Editor in Chief, Target Marketing think you know a person by what she buys? Think again. I for one appear on the subscriber files of publications from House & Garden and Vogue to Fortune, The Wall Street Journal and Dog Fancy. An avid catalog and Web shopper, lately I've bought furniture, household goods, gifts, kids' clothes and baby items. I also shop the 'Net for books and music (recent CD purchases include the Backstreet Boys, Dave Matthews Band and Faith Hill). Plus, my husband and I like to research and book vacations online. So who am I? Can you tell

By Alicia Orr Your list manager can be a critical source of market research information, according to Geoff Batrouney, executive vice president of Estee Marketing Group. How? "When the list is for rent and you see certain instances over and over of the same people renting your list, perhaps that's a clue to your next line extension or spin-off," Batrouney suggested to attendees at the CatalogTech Conference held March 12-14 in New York City. "Don't fight the numbers!" he says. Included in Batrouney's advice for those seeking spin-off or start-up opportunities: 1. Stay very close to the customer and his or her

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