I was in a car driving to Boston for an analyst briefing on October 1, 2013, the day the marketing revolution began. Where were you? I was excited because we’d been preparing for this day for over two years. The status quo was about to go. There have been too many years of ineffective marketing,… Read More
When my wife and I recently re-watched Nora Ephron’s 1998 iconic romantic comedy You’ve Got Mail with Tom Hanks and Meg Ryan, I was struck by how much has changed about email since that movie was released. Back then, receiving an email was a big deal, and the AOL chime notice when it hit your… Read More
Hearing is to listening as looking is to seeing: the difference within each autonomic-conscious pair is attention. For marketers trying to get customers to listen to their message, to see their offer, to act on their direct marketing communications, the first step is to get that customer to pay attention. In today’s attention economy, that’s… Read More
These days I’m a fervent advocate of individualized marketing, where each customer gets a unique message*. We know it works, because week in and week out our customers run individualized campaigns that far outperform their previous ‘spray and pray’ campaigns and even their more sophisticated segmented marketing campaigns. Yet only a few years ago, while… Read More
At Loyalty Builders we are big believers in the power of direct marketing to generate revenue. We’re not alone. Catalogers, emailers, and multi-channel merchants send huge volumes of all types of communications every day. But the way, some of them measure the effectiveness of their campaigns has us scratching our heads. All companies want to… Read More