Lisa A. Yorgey

by Lisa A. Yorgey Fourth quarter numbers can make or break most direct marketers. Indeed, performance in this last stretch may well determine the outcome of their year-end profitability. Done properly, e-mail marketing can be a low-cost prospecting tool that can boost sales. E-mail lists have come a long way in a short period of time and now are of better quality, more plentiful and less expensive than a few years ago. Now is the time to test this medium so you can reap the economic reward during the fourth quarter, holiday-shopping season. Too often, e-mail acquisition is done only on an as-needed basis,

U.S. Direct Marketers Are Finding Success in Australia By Lisa A. Yorgey This year's Oscar race has been called an Australian invasion: Aussies were nominated in every award category. Indeed, this former British penal colony has permeated American pop culture—from Animal Planet's "Crocodile Hunter" to Nicole Kidman in "Moulin Rouge." Interest in the land down under, however, extends beyond the world of entertainment. With a largely English-speaking population of about 23 million and a well-developed list market, Australia is one of the few bright spots in the Pacific Rim for U.S.-based international direct marketers. Direct marketing now represents half of all media spending

By Lisa A. Yorgey The technology and strategy are in place; now it's time to see a return on your customer relationship management (CRM) investment. "Companies' CRM investment decisions in 2002 will be driven by the need to produce measurable business results within IT and marketing departments that face mounting budget pressures," report executives at Braun Consulting, a Chicago-based professional services firm. Based on its work on combining CRM technology with business strategy for its clients, Braun executives cite the following 10 CRM trends as potentially having the greatest impact in 2002. 1. In a down economy, highly successful companies will invest more

By Lisa A. Yorgey The foundation of any successful international venture starts with a solid marketing strategy. Before you begin plotting, ask a simple question: Why do you want to expand? "Your answer will dictate your approach to the international market," says Stephen Miles, former European managing director at Lands' End, who was responsible for the cataloger's entry into the United Kingdom and Germany. According to Miles, who spoke to the U.S. Trade Mission to Europe headed by International Direct Marketing Consultants this past March, most companies decide to go international for one of two reasons—to boost sales or increase profits. Which reason governs

By Lisa A. Yorgey It's been said the success of a direct mail campaign depends 40 percent on lists. International campaigns are no exception. Here three U.S. direct marketers share their experiences with local, in-country lists in Germany and the United Kingdom. Day-Timers Day-Timers, a marketer of business and consumer time-management planners and organizers, started to market globally when it set up a U.K. subsidiary in 1994. Solo direct mail is used for prospecting, and a catalog is mailed on the back end to retain existing customers. When it comes to lists, its strategy is "close to that of its U.S. operations, but

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