Small donation giving - a win:win:win for multichannel retailers, customers and charities

22-Nov-2017 10:30:00 / by Roger Williams posted in Abacus Alliance, Epsilon Abacus Insights

 

Paul Seaman from the charity Pennies presentetd at our last Insights event. He highlighted how adopting a giving policy can build positive customer engaement with a multichannel retailer's brand.

Read More

This Works Makes Direct Mail Work to Drive Online Sales

16-Nov-2017 10:00:00 / by Roger Williams posted in Abacus Alliance, transactional data, data cooperative, catalogue marketing, direct mail

 

This Works is one of a growing number of digital-first businesses discovering that a printed catalogue is very effective in building its brand and delivering web sales.

 Our latest case study highlights how this award-winning natural beauty brand is using its catalogue to deliver its acquisition objectives.   

Read More

7 ways to get the most from being a member of a data cooperative

07-Nov-2017 10:15:00 / by Roger Williams posted in Abacus Alliance, transactional data, cooperative database, data cooperative

 

Whether a long-time member or new to the Abacus Alliance, these tips will help you get the most from being part of the cooperative. 

Read More

Key Steps for Getting your Contact Centre Team Ready for the GDPR

31-Oct-2017 09:45:00 / by Roger Williams posted in GDPR, Abacus Alliance

 

With the approach of the General Data Protection Regulation (GDPR), much focus around data collection has centred around online or direct mail. For many companies, its contact centre is an important data collection vehicle. It’s therefore essential that all contact centre staff are prepared for the impact the GDPR will have on how they operate.

Read More

Six signs a pure-play business is ready for direct mail

09-Oct-2017 14:30:00 / by Ben Collier

 

Increasingly e-commerce businesses are considering catalogue marketing to drive sales. However, a key consideration is when is the right time to embrace direct mail to take advantage of the benefits it brings.  

Read More

Christmas prospecting - it's in the bag (or the sack)

14-Sep-2017 09:45:00 / by Roger Williams posted in Prospecting, Christmas models, targeting

 

Of all the times in the year, when it comes to Christmas, people behave differently. There are different preferences around how late (or early) they tend to do their buying and for some it may be the only time they turn to home shopping.  

Read More

ICO highlights legitimate interest as a valid option for processing personal data under the GDPR

06-Sep-2017 13:04:03 / by Roger Williams

 

Under the GDPR, businesses have a variety of choices for justifying the lawful processing of personal data; six to be precise.

Read More

Our Insights Home Shopping Conference is Nearer Than You Think

30-Aug-2017 10:00:00 / by Roger Williams

The holidays may not be over yet, but it will soon be our autumn Insights home shopping conference. 

Read More

Home Shopping Trends Report: 2016 was another good year for the sector

25-Jul-2017 11:00:00 / by Luke Ditchburn

This is the conclusion from the 2017 Epsilon Abacus Home Shopping Trends Report which is based on analysis carried out on the transactional activity of Abacus Alliance members for 2015 and 2016. The annual trends report covers brands within six categories – Clothing; Food & Wine; Gardening; Generalist Retail; Gifts, Gadgets & Entertainment; and Home Interiors & Household Goods.

Read More

Selling online - then you need an offline catalogue

24-Jul-2017 09:24:17 / by Ben Collier

 

Just last week we held our most recent Masterclass, Driving online sales through a new channel. Attended by e-commerce businesses, we're finding pure-play companies are really embracing the printed catalogue as a new channel to market.I was recently interviewed by print production agency Cousin on this theme. These were my responses to their questions around the renaissance of direct mail and its role in today's digital-first world.     

What do you think is a common misconception about direct mail as a marketing channel?

A lot of people view direct mail as outdated or only appropriate for retailers who target older audiences. I would say this is untrue, as there has been a recent surge of ecommerce start-ups using a catalogue or direct mail to drive new and existing customers to buy online.

What is driving this resurgence of direct mail?

Start-ups these days will grow organically through one or several online marketing channels, whether that’s Google AdWords, retargeting or social media.  Traditionally, this has been the cheapest form of marketing from a cost per acquisition (CPA) perspective.  However, every retailer will eventually find that their growth curve through online marketing alone begins to plateau.  Then they begin to explore alternative customer acquisition channels.  Many have found that sending a piece of well-targeted print marketing at the right time with the right offer can open up a completely new audience.

How can the cost of direct mail compete with the affordability of online marketing?

Read More