Posts Tagged ‘list management module’

Do You Remember When it Was All About Your Catalog?

Wednesday, April 28th, 2010

John Healy, Dydacomp CEO

Posted by John V. Healy, CEO of Dydacomp

So you just put up your company’s new Facebook page and you have even started to Tweet about an item you are selling, all while working non-stop to get your SEO rankings up. You are even thinking about trying PPC to see if you can make that work profitably. You have (or should have) done major changes to your website so prospects will convert more easily: features like product reviews, cross-sell, up-sell, and product recommendations to name just a few. You email more often to your existing customers to bring them back to your franchise. You are selling on marketplaces like eBay and Amazon to expand your reach. You are so totally wired now you might even be a source of electricity for a small community.

How are you doing with what got you here? You remember….Direct Mail and, more specifically, your catalog. Now the US Post Office has made it almost impossible for you to mail profitably but there are still many ways to make the mail work… even for prospecting.  Smart multi-channel merchants that I’ve talked to recently are telling me that they are going back into the mail, very selectively, but still they are mailing.  In fact, in Q4 of last year the USPS was down 18% on Standard Mail Flat mailings as compared to 21% in Q3 – a slight improvement. I suspect when the Q1 numbers come out we will see more encouraging news.

So it’s time to get back to the basics.  Try the mail again and get some help, especially for prospecting from companies like Abacus or i-Behavior.  Use the Mail Order Manager List Management Module (LMM)  more aggressively to find customers in your housefile that you might be able to mail more often.  Here is a link to give you a refresher on LMM: http://www.dydacomp.com/webinars/boostwithlmm.wmv.

Good luck and good mailing!

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E-mail Marketing Return On Investment

Thursday, January 31st, 2008

Email is one of the most effective weapons in a multichannel retailer’s marketing arsenal, giving them a cost-effective and efficient means of reaching both prospects and existing customers alike. Dydacomp’s Mail Order Manager uses the List Management Module to send client communication and promotions through its list query, e-mailing, and mailing capabilities.

The January 2008 edition of MultiChannel Merchant lists some ‘Deadly Sins’ of e-mail marketing of which we can all be aware when creating the List Management query for names already in your system. These include:

1. Spam complaints – While you are mailing to prospective or existing clients that have submitted their name to you, the article notes a high risk that clients will forget that they’ve ever signed up for your e-mail promotion or newsletter and report your e-mail as spam.

2. Mailing to bad addresses – This area is concerned with maintaining your list with updates and changes as you receive them. This is important because of the way that certain ISPs can track the bad e-mail addresses that are sent by the IP address which is sending the e-mail. Continually sending to these e-mail addresses can also cause unexpected harm.

3. Inactive subscribers – This group of addresses is described as the “triple whammy of deadly sins” because it contains customers that have “higher unsubscribe rates, higher bad-address rates, and higher spam complaint rates.”

Determining the ROI of email marketing campaigns can be tricky – weighing the risk of creating ill-will and damaging online reputation with ISPs against the benefits of reaching your customers and prospects instantly via the medium they use most. Read MultiChannel Merchant’s guidelines on cleaning lists and establishing best practices for email marketing at:

http://multichannelmerchant.com/webchannel/email/less_equals/

Stephen Miller
Dydacomp Development Corp.

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