How design-driven brands are outperforming the competition

As many of us know, it’s easier and more profitable to reactivate a lapsed customer than trying to gain a new one, whether through digital, postal or retail. There are many techniques that are deployed in order to identity the proper audiences in the offline world, such as RFM+ segmentation and optimization, or modeling through a co-op. All of these techniques are tried and true and should continue to be used to identify the appropriate reactivation group for any campaign. But now there is a new player in the game and it’s proving to be a game changer. CohereOne has had a long-standing relationship with the digital company 4Cite, leaning on their technology to drive many programs, which has increased our client’s digital performance. Using their digital data, 4Cite could identify the postal address for anonymous site browsers and/or cart abandoners, and thus we quickly determined that we should be using that powerful data in our postal efforts. Learn more at: https://cohereone.com/a-game-changer-in-customer-reactivation/?utm_medium=email&_hsmi=107235557&_hsenc=p2ANqtz-9ESPdGAIhmNcVSGZR77As1qmy4lY9GqSh2PQ9NzBP9Kv4yqujTZTJsfpoWxLiFkdMvnjrIsPwNHFtnsS51cux8k_J2E-IohhzmZ_lBHIiBqBPTApg&utm_content=107235557&utm_source=hs_email

One of the main reasons direct mail campaigns fail is the lack of clear goals. Before launching your next campaign, take the time to define your objectives. Many businesses skip this step because they find it challenging, don’t know where to start, or aren’t sure what’s expected of them. But setting the right goals is crucial — without them, your campaign is just a shot in the dark. To help you get started, here’s a practical guide to setting effective direct mail goals that drive results. Key Components of Direct Mail Goal Setting: 1) Make Your Goals Meaningful 2) Be Specific 3) Stay Flexible 4) Make It Challenging but Achievable 5) Ensure Your Goals Are Supported 6) Write Down and Share Your Goals

Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons. This literally breaks my heart and makes me want to scream! Why does this happen? Here is my very quick opinion. These brands have a combination of the following: 1. A flawed merchandise concept that is not unique, delivered with out-of-date benefits or sent to an audience the brand knows nothing about. 2. Bad math that doesn’t take into account mail efficiencies, an understanding of their own database, mailing to bad names at the wrong time or how the catalog model fits into a cross-channel world. 3. A lack of understanding of how to create a landscape of words and imagery that truly sell off the page and drive activity to either a website or store. learn more at: https://www.jschmid.com/blog/5-reasons-catalogs-work/