Direct Mail
July 19, 2022 at 4:43 pm
My experience with postcard programs is that they're profitable. Their potential scale is set by the size of the profitable universe of website abandons that a company’s website traffic generates each month. Therefore, the good news is that sending a postcard to a website abandon is profitable; the bad news is that these programs are…
May 3, 2022 at 2:58 pm
The first touchpoint — it’s the gateway to a unique customer experience (CX). It’s also integral to adding another consumer into the sales pipeline. Yet it can be tough to break through all the clutter and encourage potential buyers to engage with a brand. How much noise distracts consumers from taking the first step and…
February 4, 2022
Analyzing the Role Direct Mail Can Play in an Effective Digital Retargeting Strategy
February 2, 2022 at 7:21 pm
In this episode of Total Retail Tech Insights, Editor-in-Chief Joe Keenan interviews Jude Hoffner, vice president of product management at NaviStone, a data-driven marketing technology solution turning website visitors into direct mail buyers. Hoffner discusses his career experience in direct marketing, NaviStone's offerings that combine digital retargeting with direct mail, and key takeaways about how direct mail…
August 5, 2021 at 4:15 pm
What is direct mail? It's unsolicited advertising sent through the mail to existing customers and prospects. Examples include postcards, solo mailers, catalogs, self-mailers, etc. Unlike mass media, direct mail is targeted so that you're reaching your most desired audience. It’s a rifle vs. a shotgun approach to marketing effectively. In this post, I'll discuss the…
December 10, 2020 at 7:26 pm
In this episode of Retail Right Now, Total Retail's Melissa Campanelli and Kristina Stidham discuss an article recently published on Total Retail titled, “Amazon Misses the Mark With its Holiday Toy Catalog,” authored by Polly Wong, managing partner of strategic, e-commerce and creative services at Belardi Wong. The article dives into Amazon’s rookie mistakes in…
December 7, 2020 at 4:32 pm
Amazon.com is great at tackling new lines of business. The path from online bookseller to one of the world’s most valuable companies was forged through its entry into music, video, cloud computing, advertising and groceries. And yet for all of Amazon’s rich data, deep pockets and top-tier talent, it's making rookie mistakes in one of…
October 6, 2020 at 3:26 pm
Our purpose for this blog is to share our direct marketing experience, particularly around direct mail, catalogs, paid search, and website optimization. Since Stephen Lett founded Lett Direct in 1995, retailers and e-tailers across the country have valued its transparency and educational approach to improve their profitability by planning, executing and analyzing their marketing programs.…
December 23, 2019 at 12:38 pm
2019 was certainly a big year for retail news. Here's a look at the top news stories published by Total Retail in 2019, ranked by number of page views.
December 23, 2019 at 11:45 am
Every business website has the challenge of converting its visitors. On average, a whopping 97 percent of website traffic remains unknown, and unconverted. Marketers respond to that challenge by using digital retargeting to stay in front of visitors, but the cold hard facts are that 30 percent of devices have ad-blocker software (and that rate…
