Facing pressure for heightened accountability, many marketers are putting much more emphasis on measuring actual performance of their programs.
Having helped many clients build state-of-the-art direct marketing strategies, I have compiled five typical mistakes companies make in designing their marketing strategies. Hoping we can all learn from the mistakes of others to build better and more effective campaigns, I suggest these mistakes as five ways of increasing marketing effectiveness through better planning — rather than better measurement after launching a plan.
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Effective, cost-efficient segmentation is the holy grail of email marketing. This Holiday season, a major retailer resolved to maximize revenues from the email channel by segmenting their customer base and sending more targeted emails.
To do this, they challenged agency partner Ogilvy to help them overcome two of the biggest hurdles most companies face when they decide to segment and target: what to do with the data, and how to keep creative costs reasonable while increasing the number of versions exponentially.
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