Every business has instances when they unintentionally disappoint or frustrate customers. When that happens to you, how do you handle it? Apologize and move on? If so, you’re missing a chance to build customer loyalty. Let me give you a case in point. (Click on the headline for more…)
Find Your Product Rock Stars
Brand marketing consultant Andrea Syverson of IER Partners introduced an interesting merchandising aid at the last Mailorder Gardening Association conference. Here’s her suggestion for helping companies identify and build on their strongest product categories. (Click on headline for more…)
Another Way to Segment
One of our clients with an exceptionally loyal customer base recently noticed an interesting pattern. Some customers buy early in the season, and others buy late, but whatever their individual patterns are…they’re consistent from year to year, almost to the week.
If the same holds true for you, you might adapt your email campaigns accordingly. Try emailing the early birds a couple weeks before they typically order with offers designed to encourage larger sales. For those that pass their usual ordering time without any response, bring on the discounts.
Don’t Stop Prospecting
When times are tough, many companies hunker down and rely on their customer base to see them through. Working your customer base harder is a good idea, but a no-prospecting strategy is apt to come back to bite you. (Click on headline for more…)
See You at the NEMOA Conference?
I just signed up for the Spring conference of the New England Mail Order Association (more commonly known as NEMOA), and I’m hoping to see you there. Attendees include a diverse group of direct marketers, including… (Click on the headline for more.)
