DMNews is celebrating 30 years. Here are a few of our contributions to the most iconic and popular direct response campaigns, whose innovations helped shaped today’s.
Best direct campaigns of last 30 years
Posted by mat.zucker@ogilvy.com | Under Mat Zucker December 22, 2009Does Holiday Relevance = 40% Off and a Five-Star Review?
Posted by gretchen.scheiman@ogilvy.com | Under Gretchen Scheiman December 14, 2009It’s that magical time of year, the Holiday season once again. Every day the retail email fairy leaves me well over 20 (some days over 40) red and green emails to spread joy and cheer throughout my inbox. I have begun to understand how time-consuming Chad White’s http://www.retailemailblog.com job must be.
The Holiday season is an excellent litmus test of how far direct messaging has come - and how much further it needs to go. In arguably the most competitive drive period of the year, retailers should be showcasing their direct messaging chops to break through the clutter, driving revenue and margin. The epitome of direct marketing is relevance. Yet the evidence in my inbox points to Holiday messaging firmly entrenched at the other end of the spectrum: one-size-fits-most messaging, with discounts of 20%+ thrown in to catch the eye.
Disappointed, I briefly considered checking last year’s emails to see if any retailers chose to reduce costs by re-using their Holiday 2008 creative.*
