Irene Cherkassky
1-800-FLOWERS.COM’s Jill Eastman Vidal on Managing PIPs
Both package insert program (PIP) owners and mailers stand to gain if a program is successful. Carle Place, N.Y.-based gift retailer 1-800-FLOWERS.COM Inc. sends out approximately 2.5 million package insert [...]
HCI Direct’s Karen Arbegast on Retention and Redefinition
Putting the focus on the customer is not a new concept. However, a strong customer relationship management strategy is even more vital if you’re running a continuity program, where customer [...]
A Mini Gift Guide With Lots of Impact
Ever run short of great gift ideas? Things Remembered, the Cleveland-based personalized gift retailer, sure doesn’t. The company’s direct mail pieces range from postcards showcasing two or three items to [...]
The New Vanguard
Every industry has its luminaries—pioneers whose names become synonymous with the techniques or products they developed. Ed Burnett, Ralph Lane Polk II, Richard Benson, John Caples, Leon L. Bean, Lillian [...]
Insert Media Buying Guide: Committed to Its Roots
While it may not have the star quality of more in-vogue direct marketing channels, for Southampton, Pa.-based garden tool marketer Mantis, insert media is something to get excited about. “It’s [...]
Overstock.com’s Geoff Atkinson on CertifiedEmail Delivery
For most e-mail marketers, getting campaigns delivered to their intended recipients has become more difficult as ISPs have stepped up their efforts to filter out spam. Increasingly, these efforts include [...]
Tips for Testing Call Center Scripts
When running a DRTV campaign, it is important to test your call center scripts to make sure your reps have the information they need to answer questions prompted by the [...]
Help for Undeliverable E-mail Addresses
Are your e-mail marketing efforts hampered by high undeliverable rates? If so, you may want to consider running your e-mail file against an E-mail Change of Address (ECOA) service, suggests [...]
Keep E-mail Unsubscribe Rates Low
For any e-mail marketer, having recipients unsubscribe from your program is a fact of life. While a certain amount of churn is normal, a relatively high or climbing unsubscribe rate [...]
Mantis Garden Tools’ LePera on DRTV
Mantis, a Southampton, Pa.-based marketer of landscaping and gardening products and a division of gardening tools manufacturer Schiller-Pfeiffer Inc., added DRTV to its marketing mix some 10 years ago. Not [...]