E-commerce companies are embracing the marketing power of print catalogs and traditional direct mail in growing numbers these days, according to a recent post on The Huffington Post's business blog. The article by marketing agency execs reports that small, mid-size and premium digital brands are turning to high-impact direct-mail pieces--from full-size catalogs to postcards--as effective acquisition and retention tools. For example, a print catalog can deliver a potent one-two punch strategy via a high-response mail contact followed by cost-effective online order fulfillment, the post argues, which is why the brand roster of direct-mail converts now includes e-commerce heavy hitters like Amazon, eBay, Shutterfly, Zappos, Art.com, JustFab, Snapfish, One King's Lane, Modcloth and Minted. Building incremental sales with direct mail can be challenging in a multi-channel marketing and sales environment, forcing better analytics and systems for database targeting, response tracking and ROI allocation. But, for those e-commerce fans who aren't convinced it's worth the effort, the post shares the attractive math of a typical catalog test campaign in terms of ROI and costs. Check it out at http://www.huffingtonpost.com/andy-ostroy/why-ecommerce-companies-a_b_3983952.html
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment