1-800-Flowers.com

As we wrap up our coverage of last month's All About eMail Virtual Conference & Expo, presented by eM+C magazine (sister publication of Catalog Success), this week we continue with Reggie Brady's “10 secrets to e-mail success,” revealing secrets six through 10.

This month, I thought I’d share some of my favorite e-mails and explain why they’re tops in my book. As you read them, think about how you might incorporate these tactics in your own e-mail programs. Orvis and Customer Reviews Many catalogers include customer product reviews on their sites. It’s a great way to take advantage of Web 2.0 by integrating customer content online. Plus, shoppers place great value on reviews in the shopping process — this user-generated content should increase sales. If you have customer reviews on your site, make sure the members of your e-mail list are aware of this feature. Orvis

“Alternative prospecting strategies” almost seems like an oxymoron. The lines between traditional and alternative prospecting approaches have blurred — today all marketing is driven by multichannel consumers. So let’s define “alternative” as media other than mailing print catalogs to rented lists or paid search. Yes, we need to lump in paid search with traditional print mailings because search has become mainstream and is no longer considered an “alternative.” But what’s a cataloger to do if, as Marc Coan, owner of Made in New Mexico, points out, you want to come up with another way to prospect? “We have the infrastructure in place,” he notes.

Eight years ago, Terri Alpert reacted to a serious “holy crap!” moment. It was a reaction that set her company, then known as Professional Cutlery Direct, on a far steadier course than it might have wound up. Alpert uttered the exclamation when she realized that, over a period of time, the high-end kitchenware catalog business she launched in 1993 with less than $10,000, which prided itself on exacting product detail and attentive customer service, was now being more or less duplicated by practically every large retailer from New Haven to Nevada. “Things were looking good at that point, too,” says Alpert, founder/CEO of

Few catalog/multichannel merchants include inserts in their prospecting or retention media plans, a fact that continues to baffle those who use inserts profitably. Most catalogers use bounceback catalogs as a kind of retention insert (though most don’t think of them as inserts). Few consider the strategic value of inserts to their retention rates, not to mention prospecting media mix. But there are countless other strategic benefits of including inserts in your prospecting. The assorted retention plans that can help you achieve overall business goals are worth looking into. Consider the strategic value of inserts for prospecting and retention separately. Strategic Prospecting Benefits 1. Inserts are an

For years now, Garnet Hill, a Franconia, N.H.-based apparel and home furnishings cataloger, has placed follow-up calls whenever customers encounter a problem with the company. Specifically, 24 to 48 hours after a customer complaint, Garnet Hill calls the customer and casually asks how the problem was handled and if it was resolved. Smart and sensitive upselling techniques make Garnet Hill’s customers feel cared about. Liberal employee discounts have its employees wearing the clothing and using the products it sells, so it’s easy for them to personalize the experience. This “touchy-feely” group has products open and laying around so reps literally can get their

Catalogers’ Updates Acquisitions Multichannel apparel and home products merchant Appleseed’s, a portfolio company of private equity firm Golden Gate capital, acquired in January apparel and home goods cataloger Blair Corp. The deal, expected to close later this spring, is valued at $173.6 million. Musician’s Friend catalog, a subsidiary of Guitar Center, in February acquired multititle musical instrument merchant The Woodwind and Brasswind. The $29.9 million transaction has been approved following a stalled purchase attempt in November. Finance Private equity firm Parallel Investment Part-ners in January completed the recapitalization of multichannel outdoor apparel and equipment merchant Moosejaw Mountaineering and Backcountry Travel. Furthermore … Multititle general merchandise cataloger Miles Kimball Co. will

Shakeups at Three Big Multichannel Retailers Executive departures have resulted in major changes at three large multichannel retailers. Below are the maneuverings. J.C. Penney: Chairman/CEO Myron “Mike” Ullman has added the responsibilities of COO for this multichannel giant following the December termination of EVP/COO Catherine West. The Home Depot: Robert Nardelli has resigned as chairman/CEO of this multichannel home improvement products merchant. He’s been replaced by Vice Chairman and EVP Frank Blake. Additionally, CFO Carol Tome has added the title of EVP, corporate services; EVP for Home Depot Supply Joe DeAngelo has been named COO; and Brian Robbins has replaced John Campi as SVP, global sourcing and

Top executives from catalogers Acorn Media, Lillian Vernon, Plow & Hearth, The Nailco Group and Headsets.com, were named to the 2007 Catalog Success Editorial Advisory Board, effective this issue. Board members are consulted on a regular basis to help bring forth improvements to the content of the magazine. Incoming board members are Miguel Penella, president of video and gifts cataloger Acorn Media; Mike Muoio, president/CEO of general merchandise cataloger Lillian Vernon; Jean Giesmann, vice president creative services at home and garden products cataloger Plow & Hearth, a unit of 1-800-FLOWERS.COM; Larry Gaynor, president of B-to-B beauty salon supplies cataloger The Nailco Group; and Mike

One of the benefits of VoIP is scalability, that is, the ability to add CSRs without having to install extra phone lines. Multichannel merchants 1-800-FlOWERS.COM and Vermont Teddy Bear have dealt with issues of seasonal scalability by working with Golden, Colo.-based Alpine Access, a provider of home-based CSRs. Vermont Teddy Bear, for instance, finds that its sales spikes come around Valentine’s Day and Mother’s Day, with each holiday rush lasting only about two weeks. While Chris Powell, contact center manager at the Shelburne, Vt.-based gift merchant, triples his in-house staff during this time, he still needs more reps to answer phones, especially as radio ads