Thursday, December 29, 2011

E-Commerce Hits New High in Holiday Retail Sales

E-commerce sales climbed to $35.3 billion for the November-December holiday season through Dec. 25, up 15% compared with the same time period last year, according to the latest comScore report. Not only did Cyber Monday e-tail sales increase 22% year-over-year, online sales even rose Christmas Day as consumers loaded up new devices with digital content purchases. Overall, the National Retail Federation (NRF) estimates holiday retail sales will be up 3.8%, above the 10-year average but behind the 5.2% of last year. E-commerce was a key driver, with the NRF finding that the average consumer planned to do 38% of holiday shopping online. Also, price-shopping via mobile devices played a greater role this year, agreed comScore and the NRF. For more details, see http://www.dmnews.com/report-e-commerce-sales-up-this-holiday-season/article/221020/

Tuesday, December 27, 2011

Experts See Mobile 'Revolution' in B2B Marketing

Looking for a b-to-b New Year's resolution? Put more money into mobile marketing! According to a new forecast by Berg Insight, the global mobile ad market will expand six-fold between 2010 and 2016, taking mobile advertising from 3.8% of worldwide ad spending to 15.2%. For more see, http://b2bnewsportal.com/ That backs up recent opinions at "The BtoB Forum: Mobile Marketing," where experts cited current b-to-b mobile success stories, from small shops to aircraft giant Boeing Co., and urged companies to invest now for the coming "revolution." Per keynote speaker Karsten Weide, VP-research, digital media and entertainment at IDC: "Even today, our research indicates that more than 50% (of users) access the Internet through a mobile device. And by 2015, it will grow to 90%, when more people go online via their mobile device than on a computer. It's nothing less than a revolution. It's going to be a total seismic change in how we use the Internet." For details, see http://www.btobonline.com/apps/pbcs.dll/article?AID=/20111116/EVENT02/311169990

Thursday, December 22, 2011

E-mailers Know Data Counts, But Few Use It Well

Emailvision's recent survey of global online marketers reinforced the continuing commitment to e-mail marketing (90%), but many of the 700 interviewed also admitted they failed to do even the most basic targeting! For example, only 20% personalize all e-mail. The majority (85%) said the consumer data they have acquired is not being put to use effectively, if at all. Only a little over half (55%) were satisfied with their ability to undertake basic targeting and segmentation. For more detail on the survey, see http://www.bizreport.com/2011/12/email-marketers-realize-importance-of-data-few-using-it.html

Tuesday, December 20, 2011

67% of Small Firms Won't Boost Social Media Spend

While 88% of small businesses say they think an investment in social media helps the bottom line, two-thirds don't want to put more money toward the channel in 2012, according to a new report by SocialStrategy1 and Office Arrow. A survey of 343 execs at firms with less than 10 employees found 67% don't plan to increase social media spending next year. Why the ambivalence? Many say they are overwhelmed by demands on time and personnel. For more report details, see http://www.mediabistro.com/alltwitter/small-business-social-media-study_b15921

Thursday, December 15, 2011

Study: Over Half of Social Media Marketing Ignored

As many as half of all social media marketing campaigns are going unnoticed globally, according to a new study by TNS, a global research consultancy. In fact, in developed markets, 57% of consumers say they don't want to engage with brands via social media, rising to 60% in the U.S., notes Matthew Froggart, TNS chief development officer. As a result, misguided strategies are creating "digital waste" that pollutes social media channels and makes it even harder for branding efforts to be heard. Froggart advises that, while the study found great potential for brand engagement on social media, companies need to more carefully craft their digital campaigns. For more detail, see http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx

Tuesday, December 13, 2011

Online College Uses Postcards to Rocket Enrollment

Here's an impressive example of direct mail outperforming online for education marketing: Lakewood College, a two-year nonprofit online school, vastly increased its enrollment levels of military-affiliated students with a postcard marketing program this summer. Starting with a 10,000-piece drop in June and following up with 30,000 pieces in July, Lakewood enrolled 300 students, according to Tonya Higgins, president of the 525-student, Lakewood, Ohio-based institution. That compares to just 45 students recruited from the military last year when the school relied on online ads, search and PR. For details on the postcard campaign, see http://chiefmarketer.com/direct/print/school-postcard-effort-makes-enrollments-surge-1026-lar2/?YM_MID=1268168&YM_RID=jan%2540lexinet.net

Thursday, December 8, 2011

Online Giant Google Is a Global 'Snail Mail' Leader

Here's an eye-opener for all those who preach that digital marketing is making "snail mail" obsolete: High-tech icon Google invests significantly in low-tech direct mail. In fact, Google is one of the largest direct mailers globally, using direct mail to attract new clients and grow revenue. For a peak at Google's direct mail tactics, see http://www.thedirectmailman.com/direct_mail_answers_for_p/2011/08/how-google-uses-direct-mail-marketing-to-grow-its-business.html

Tuesday, December 6, 2011

DMA Urges USPS to Drop Exigent Rate Hike Plea

The Direct Marketing Association (DMA), Association for Postal Commerce, Alliance of Nonprofit Mailers, and MPA-The Association of Magazine Media, have joined to ask the Postmaster General to withdraw the Postal Service (USPS) request for a $2.3 billion exigent (above inflation) postage increase. This increase would be over and above the announced inflation-capped postage increases scheduled for Jan. 22, 2012. The DMA warns that just the possibility of an exigent rate hike casts a "pall of uncertainty" over mailing plans that can lead to cuts in mail volume and thus USPS revenue. The USPS just ended fiscal 2011 with a smaller net loss of $5.1 billion, down from $8.5 billion in 2010. While first-class volume fell, shipping service and standard mail volume climbed. For the DMA release, see http://technews.tmcnet.com/news/2011/12/06/5974718.htm

Thursday, December 1, 2011

Some Subject Line Tactics Boost E-mail Opens

Worldata Research has found several e-mail subject line tactics significantly boost open rates. For b-to-b offers, putting the recipient's company name in the subject line increases open rates by 22%, for example. See http://listpriceindex.com/ Meanwhile, "where have you been?" in a subject line to contacts can boost open rates by 34%, Worldata reports. But you need to be patient as you monitor consumer response, the company adds. In sending consumer acquisition e-mail, over 30% of click activity occurs after day 3 of a deployment.

Tuesday, November 29, 2011

Senate Bill Allows State Sales Tax on Internet Buys

A recently introduced U.S. Senate bill would allow states to collect sales tax on purchases made over the Internet. It is being praised by the storefront retailing industry and condemned by the Direct Marketing Association and a coalition of online retailers, who say it unfairly penalizes small businesses doing remote state sales. For more, see http://news.cnet.com/8301-31921_3-57321515-281/senate-bill-reignites-internet-sales-tax-debate/

Tuesday, November 22, 2011

Retailers Extend Cyber Monday, Online Holiday Push

Just as many brick-and-mortar retailers are expanding Black Friday efforts, online retailers will do more before, after and during this year's "Cyber Monday" shopping event, according to Shop.org’s eHoliday survey. Half (51.0%) of online retailers surveyed will offer promotions on Thanksgiving Day, eight in 10 (78.4%) will have special promotions on Cyber Monday, and 92.2% of online merchants will offer special promotions at some point during the Thanksgiving weekend this year. A growing number of at-work shoppers will drive sales: According to the survey, 58.4% of workers with Internet access, or 75.9 million people, will shop for holiday gifts from the office this year. For details, see http://nrf.com/modules.php?name=News&op=viewlive&sp_id=1255

Thursday, November 17, 2011

Marketer Woos Catholics Via Magalog, E-mail & Social

St. Benedict Press, a marketer of downloadable video and audio recordings for Catholics, is aggressively seeking a new audience beyond its house file with a combination of magalog, e-mail and social media campaigns. The company plans four magalog mailings over the next 12 months, starting in December with 100,000 magalogs sent to 23 response lists of Catholics. It will support the magalog effort with an ongoing e-mail campaign, including 12 to 16 e-mail blasts to 50,000 opt-ins. At the same time, St. Benedict will boost its social media outreach. St. Benedict's Facebook page already has 3,000 likes, and the company used Facebook feedback earlier this year to test-market a new Bible translation. For details, see http://chiefmarketer.com/direct/saint-benedict-tries-magalog-email-social-reach-catholics-1025lr3/

Tuesday, November 15, 2011

Online Type-in Ads Boost Brand Recall 67%

Online type-in ads, also known as a CAPTCHAs, can increase brand recall by 67%, according to a recent study by Solve Media. Solve Media's type-in ad uses a smarter version of the anti-spam CAPTCHA (human authentication) security code, replacing a distorted sequence of letters or digits with brand-relevant messaging, to allow downloading or purchase. The study looked at results from 18 million type-ins served across 2,000 publishers for 43 brands. In addition to ad recall, the study also saw increases in brand awareness, association, favorability and intent. Read more at http://newsnewers.com/443/solve-media%e2%80%99s-smart-captcha-ads-improve-brand-recall-by-67

Thursday, November 10, 2011

Almost 20% of E-mail Never Reaches Inboxes

Only 81% of permissioned commercial e-mail worldwide is reaching inboxes, according to a new benchmark report by Return Path. Spam folders claim 7%, and 12% simply go missing. Return Path notes that e-mail marketers need to focus on inbox placement rather than bounce rates, and not assume that e-mail that doesn't bounce is reaching its destination. For details, see http://www.returnpath.net/blog/intheknow/2011/09/email-deliverability-still-plagues-commercial-email-senders-worldwide-only-81-of-email-reaches-the-inbox/

Tuesday, November 8, 2011

USPS to Hike Average Rates 2.1% in January

The U.S. Postal Service has announced an average 2.1% hike in postal rates for 2012, effective Jan. 22. The increase is the maximum allowed based on the current rate of inflation. As far as industry impact, catalog mailers are already weighing in with forecasts of lower mail volume and increased use of non-mail channels. See http://multichannelmerchant.com/catalog/average-postal-rate-increase-2012-1020jt1/

Thursday, November 3, 2011

Study: Customers Prefer Direct Mail to Phone, E-mail

A recent research article in the Journal of Marketing reports that customers accept about twice as much direct mail, compared with phone calls and e-mail, before their spending levels start to drop. The study of multichannel marketing was based on contacts between a large auto dealership and its customers. The researchers hypothesized that customers view physical mail "as less intrusive than telephone calls or e-mails." For details, see http://newsroom.ucr.edu/2680

Tuesday, November 1, 2011

DMA Conference Attendees Are Upbeat About 2012

Optimism reigned among attendees at the Direct Marketing Association's 2011 Conference & Exhibition in Boston. A Pitney Bowes survey of arrivals at the October event found that 80% expected increased marketing budgets in 2012. For details, see http://news.pb.com/press-releases/pitney-bowes-survey-80-percent-marketers-say-2012-bugets-will-increase.htm

Thursday, October 27, 2011

AccuList USA Growth Spurs Move to Bigger Office

Due to the success of its clients, AccuList USA® has experienced tremendous growth this year and will be moving to a spacious new office, announced David Kanter, president and CEO of AccuList, Inc. At the end of this month, the company headquarters will move to 2140 Eastman Avenue, Suite 105, Ventura, CA 93003-7786, which is two blocks from the present headquarters. Since 1988, AccuList USA has provided "best-in-class" e-mail and direct-mail list and insert media brokerage and management services. Now, its media services have expanded to include mobile marketing, social media, co-registration, lead generation, and online display advertising. "In 2012, we will promote our digital marketing services under a new brand that you will hear more about in the coming days. Today, the media paradigm is digital2direct®," added Kanter.
For industry trends and company news, follow AccuList USA with Facebook, LinkedIn, Twitter, David's Direct Marketing Forum blog and the quarterly e-newsletter. http://www.acculistusa.com/news_and_views.php

Tuesday, October 25, 2011

One in Four Small Businesses Hates Social Media

A recent survey by iContact, an e-mail and social media marketing company, found that 25% of small businesses say they hate social media, including Facebook, Twitter, LinkedIn and Groupon. The proportion of fans to foes differs by platform and type of business, of course. For example, while 76% of small firms like Facebook, only a third of those in finance and insurance are fond of it. The biggest Facebook fans? Nonprofits (87%) and education (82%) really embrace it. One of the most disliked platforms is Groupon, with 70% of small businesses in the "hate it" category. For more details, see
http://markets.financialcontent.com/prnews/news/read?GUID=19782545

Thursday, October 20, 2011

More Mobile Users Tune Into B2B Email Campaigns

Worldata recently reported a 24% jump from August 2011 to August 2010 in the number of business-to-business acquisition emails that are read on mobile devices. Does your b-to-b email keep the mobile reader in mind? Consider these quick tips at http://chiefmarketer.com/email/creative/0204-mobile-ready-email-design/?cid=nl_email_ess

Tuesday, October 18, 2011

Market Roller Coaster Doesn't Rattle CMO Spending

Are stock market gyrations rattling your marketing nerve? Take heart. The latest CMO Survey by Duke University found the majority of top marketing execs plan to increase spending on all forms of marketing. That growth commitment was expressed even though they were interviewed in August in the middle of the debt ceiling crisis! The 249 execs were focused on good company performance despite economic pessimism. For details, see http://www.fuqua.duke.edu/news_events/releases/cmo-survey-sep-11/

Thursday, October 13, 2011

'Limited-Time 30% Off' Wins for Holiday E-mail

A 30% limited-time discount offer appears to work better than other e-mail marketing messages in motivating consumers to buy, according to research by Experian Marketing Services. In advising marketers for the holiday season, Experian notes that a limited-time, percent-off discount lifts transaction rates by 34% and revenue by 40%, outshining other types of offers, such as dollars off. And "30% off" is the new magic formula, up from the 20% discount most common in 2009. For details, see http://www.internetretailer.com/2011/09/28/every-online-holiday-shopper-has-his-discounted-price

Tuesday, October 11, 2011

Acquisition, Data Integration Lead Marketing Agenda

In good and bad times, all marketing roads still lead to data. In a sign of improving economics, acquiring new customers is now the top challenge for marketers, according to the 2011 mid-year marketing trends report by Kern Organization, a Los Angeles-based direct marketing agency. Recession-battered firms previously were focusing more on retention. Some 90% of the 400 top marketing executives surveyed agreed that better integration of offline and online data collection with analytics is key to success now. For details, see
http://www.prnewswire.com/news-releases/2011-mid-year-marketing-trends-study-reveals-top-three-marketing-challenges-130618818.html

Thursday, October 6, 2011

E-mail Volume Grew in 2nd Quarter

Average e-mail volume was up 16.2% in the second quarter of 2011 compared with the prior quarter, according to a quarterly report by Epsilon and the DMA's Email Experience Council. At the same time, the average open rate of 22.2% and the average click-through rate of 5.2% were down slightly from the first quarter. Four industries did buck the trend with open rate increases: business publishing/media, consumer services, retail and retail specialty. For details, see
http://chiefmarketer.com/email/metrics/email-volume-up-0920bnv2/?YM_MID=1259342&YM_RID=mokrmade@hotmail.com

Tuesday, October 4, 2011

Online Book Tops Amazon Direct Marketing Category

In a sign of shifting tides in direct marketing, a newly published book, "The McGraw-Hill 36-Hour Course: Online Marketing," is topping the charts in Amazon's direct marketing category. The book focuses on relationship-building using web tools, and stresses content and credibility over a simple "call to action." The book's popularity is a sign of "the shift of direct marketing as we know it," says the author, CEO of a web marketing firm. http://www.prweb.com/releases/OnlineMarketingBook/LorrieThomas/prweb8824898.htm

Thursday, September 29, 2011

Targeted Media to Lead Spending in 2011 & Beyond

Ready for some good news? Spending on targeted media, which means direct marketing (including direct mail), custom publishing and b-to-b media, will outpace spending on other communications segments and the GDP. Targeted media is forecast to grow by 7.1% this year and 7.9% in the 2010-2015 period, per Veronis, Suhler Stevenson, a media-focused investment banking firm. The key growth drivers are consumer Internet, mobile services and branded entertainment. Other sectors, such as traditional consumer advertising via broadcast and print, will grow, too, but at a slower rate. For details see http://www.dmnews.com/report-consumer-internet-mobile-services-drive-targeted-media-spending/article/213101/

Tuesday, September 27, 2011

Marketers Began 3rd Quarter With Cautious Optimism

Despite economic challenges, direct marketers expressed tempered optimism as they entered the 3rd quarter. They were coming off a 2nd quarter of moderate growth in spending, sales, profits and staffing, according to the Direct Marketing Association's Quarterly Business Review survey. Direct and digital marketing led that growth, and over half surveyed said they planned to maintain their direct/digital budgets in the 3rd quarter. Some 42% even planned to increase direct/digital spending in the 3rd quarter. However, lower acquisition investment showed that marketers, with an eye on the weak economy, were moving ahead with caution. For more details, go to http://www.the-dma.org/cgi/dispannouncements?article=1576

Thursday, September 22, 2011

2nd Quarter Was Good to Catalog Marketers

Catalog circulation rose 2.5% in the second quarter of 2011, generating a 1.6% upturn in demand for merchandise when compared with the same quarter last year, according to a Tully & Holland report focusing on consumer print catalog performance. Growth was strongest for sellers of high-priced items, indicating upscale consumers were still in the market despite the weak economy. But catalog marketers may not want to celebrate yet: Third quarter sales are already looking less robust. For more details, go to http://chiefmarketer.com/Channels/directmail/catalog-merchandise-demand-quarter-0825rhl3/index.html

Tuesday, September 20, 2011

E-mail Wins With Early Birds and Second Chances

Here are two recent e-mail marketing tips that can boost results. First, woo the early birds: E-mail messages with early morning delivery have relatively better performance, according to a new study from MailerMailer, an e-mail marketing service provider. If they still don't bite, send them a second e-mail, but make it enticing by using a "You Didn't Buy This" subject line. It will generate a 50% or higher open rate, reports Wordata!

Thursday, September 15, 2011

More Paper Equals More Response for Nonprofit Mailer

The success of a new Amnesty International direct-mail prospecting package holds a lesson for other direct marketers. Not only does paper mail still work, but more paper yields more response, according to a recent report in Chief Marketer Magazine. Amnesty International's January test of an oversized mail package against the standard letter control boosted response rates by 58% and pulled in 59% more in donation amounts.

Tuesday, September 13, 2011

Digital Beats Dialing When It Comes to Leads

Looking for the best way to generate leads? Put down that phone because cold calling is the least effective method, according to lead-generation pros surveyed by Advertise.com, a search and display ad company. Paid search (pay per click) campaigns were rated as most effective in capturing leads.

Thursday, September 8, 2011

Heavy Social Media Users Are Lighter Spenders

Heavy social media users are not only less likely to be involved in the offline world than their friends, they are less likely to purchase online, according to a new social media behavioral study by Resonate. And when they do spend, they spend a lot less than "light" social media users. So reallocating your ad dollars to chase ardent social media followers looks like a risky strategy.

Tuesday, September 6, 2011

QR Codes Were Hot This Summer

Nearly one-third of all standard mail in July-August contained a scannable QR code. The U.S. Postal Service helped spur the trend with a summer promotion ending Sept. 1.

Thursday, September 1, 2011

Don't Lose Sight of Profit While Chasing Prospects

Marketers who focus their analytics on prospecting are making a mistake, warns Forrester Research's Srividya Sridharan. By putting too much stress on channel metrics, they can neglect the retention and long-term value measurements that generate lasting profitability. For more, go to http://chiefmarketer.com/database/mining/best-practices/analytic-acquisition-forrester-0811rhl3/?YM_MID=1251732&YM_RID=ccplato%2540yahoo.com

Wednesday, August 31, 2011

Some Encouraging News for Fundraisers

Charitable giving trends turned positive in 2010 after a two-year decline, according to the Giving USA Foundation. Its recent survey estimated total contributions of $290.9 million, up 3.8% from 2009. Looking for good news in 2011? Check out the summer mailing by Fountain House. It culled an 8.8% response and a $33.41 average gift to earn the Direct Marketing Fundraisers Association's 2011 Package of the Year award.

Thursday, August 25, 2011

Too Many 'Touches' Can Chase Customers Away

Per a recent study by a UC-Riverside marketing prof, bombarding customers with e-mails, phone calls and mailers risks driving them away. Traditional snail mail remained the most effective contact medium since customers were less annoyed by it than excess e-mails and calls. For a comparison of online and offline effectiveness, see my article http://www.acculistusa.com/about_us_news_archives.php?showArticle=20
AccuList USA celebrated founder David Kanter's 29th consecutive year as a list professional on Aug. 22.

Tuesday, August 23, 2011

Is Your B2B Marketing Flying Blind?

When MarketingSherpa recently surveyed B-to-B marketers about tactics at each stage of their sales funnels, from lead to sale, they found 68% hadn't even identified a sales funnel! Does anyone think this economy will reward such shot-in-the-dark marketing? For some tips on top tactics for b-to-b marketers, read our recent article at http://www.acculistusa.com/about_us_news_archives.php?showArticle=21

Monday, August 22, 2011

Thursday, August 18, 2011

Will Pent-up Demand Make for Happy Holidays?

Stock market gyrations and political wrangling may make some direct marketers nervous as they ready holiday campaigns. But direct marketing agency Epsilon has a comforting prediction: A strong holiday shopping season lies ahead. Early-season marketing across channels will create sales improvements in coming months as customers shift into gift-buying mode, according to Epsilon's forecast. Are you reading the same thing in the tea leaves? Share your view from the direct-marketing front lines. For more good news and tips, see our recent article "Encouraging News and Proven Strategies Await B-to-B Mailers and  Fundraisers."

Tuesday, August 16, 2011

E-Mail Marketers Face New Hurdles

If you're an e-mail marketer who's running faster to stay in place, you're not alone. Not only are business e-mail lists dwindling, e-mail open rates are down. MarketingSherpa reported 33% of businesses saw e-mail lists dip last year, with an average 13% attrition. Other industry stats cite over 30% attrition. Meanwhile, Harte-Hanks Postfuture Index 2009-2010 -- based on 3 billion e-mail messages by 100 companies -- found e-mail open rates fell to 17% in 2010, down from 26% in 2009, despite better delivery, unsubscribe and bounce rates.

Wednesday, August 3, 2011

Non-Profits Hit Hard in Proposed Postal Bill

The Direct Marketing Association recently took to task editorial writers at The Washington Post for backing postal legislation introduced by Reps. Issa and Ross. Why? While focused on addressing USPS financial woes, the Washington pundits ignored the bill's potentially devastating blow for non-profit mailers. The DMA warns that the proposed legislation would decrease the non-profit preferred rate differential, causing a dramatic rise in postal rates for charities. Concerned fundraisers should contact Jerry Cerasale, DMA senior vice president of governmental affairs, at jcerasale@the-dma.org for more details.