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Industry Eye : Quarterly Catalog Success (Now All About ROI) Latest Trends Report on Key Issues (January 2009)

January 2009

As in our October 2008 issue, this month’s Catalog Success Latest Trends Report on Key Issues gives you a good apples-to-apples comparison to the results we received from this same report a year ago. Simply look for the percentages in parenthesis that follow each new result.

This survey, our latest joint venture with multichannel ad agency Ovation Marketing, focuses on multichannel integration — namely key issues such as the print catalog’s impact on sales made via other channels, as well as matchbacks, product offerings by channel and budget allocations.

The numbers are cumulative responses from the 110 B-to-C and 95 B-to-B multichannel marketers who responded to the survey we sent to the entire Catalog Success e-mail list in late November (with a follow-up mailing in early December). Under Related Content at right, we break out separate B-to-C and B-to-B charts, as well as their combined answers.

Some percentages don’t quite add up to 100 due to rounding. Special thanks to Ovation Marketing’s John Montet for all his help with this report. —Paul Miller


 

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<i>Powered by the Email Campaign Archive, www.emailcampaignarchive.com </i> According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise … and increased volume means that marketers are faced with more and more competition resulting in overcrowded inboxes and frustrated, overwhelmed prospects. The challenge: How to break through the clutter and get your message opened and read within 3 seconds, for that’s how long your prospects allow before they hit the delete button. <b>“All About Email Creative” is here to help.</b> Through detailed analysis of hundreds of thousands of emails residing in the Email Campaign Archive (www.emailcampaignarchive.com), best-practice advice from industry experts, case studies and more, this groundbreaking report will give you the tools you need for success. Here are just a few of the take-aways that you will learn: • Month with the Highest Volume of Email • Day of the Week with the Highest Volume of Email • Time of Day with the Highest email Distribution • Top 20 Most Popular Words and Symbols in Subject Lines • Word with Highest Increase of Subject Line in Repeat Email • Top 10 Categories with Most Email Volume • Word Count Trends … What Could It Mean? • The One Single Tactical Move to Improve Email Response • Maximum Number of Characters in the Subject Line • How to Test Subject Lines • How to Avoid Junk Filters – the Trigger Words That Get You Trashed • Why you Should Pay More Attention to the “From” Line • Once Opened, What Should the Reader See Next? • 10 Steps to Getting Your Message Just Right • 5 Ways to Optimize the Email Preview Pane • How to Deal with Blocked Images • Web-Friendly Fonts and Font Sizes – What Are They? • The Top Reason People Unsubscribe from Marketing Messages • To Use Free or Not to Use Free … That Is the Question • 16 Most Effective Strategies for Email Branding • The Difference Between B-to-B and B-to-C Email Marketing • HTML or Text. Which Should You Use? • The list goes on … and on Filled with countless examples, more than 20 charts, several case studies, and privileged knowledge from top email marketers, “All About Email Creative” is must-reading for any marketer involved in email and cross-media campaigns. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “All About Email Creative,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. All About Email Creative

Powered by the Email Campaign Archive, www.emailcampaignarchive.com According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise …...

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<br>BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes—from startups to Fortune 500s—with more than 40 creative homework exercises that can be customized to their unique needs and applied over and over again. BrandAbout is an adventurous practicum for companies. The main prerequisite is an open mind, an entrepreneurial spirit and a passion for delighting customers! BrandAbout’s inspirational and personal approach is based on Syverson’s real world multi-channel expertise in the marketplace as she encourages companies to collaborate both interdepartmentally, intradepartmentally and directly with their customers. Like a stylized syllabus, BrandAbout is organized into 10 individual building blocks that can be worked through all at once in a self-directed two or three day offsite or integrated individually into weekly or monthly meetings. Part Purple Cow, part Whack on the Side of the Head and part inspirational branding guidebook, BrandAbout is actionable, practical and empowering and a must read for creative dreamers and doers looking for a fresh approach to their brand and product challenges. Think of BrandAbout as creative brain food for busy marketers and merchants! <i>"Beginning with the introduction, and continuing in every chapter, it is clear Andrea Syverson’s BrandAbout is not a conventional business book. She brings a soulful quality to something that is often justly criticized for having none. Brands often die because they are thought to be static. Successful brands and brand managers understand that businesses, and the brands that define them, need to evolve. If you think you don’t have a brand, think again. In today’s crowded marketplace having a well-defined, evolving brand may be your key to survival and success. This book will help you to better understand the importance of your brand and the critical relationship between brands and merchandising. Reading Andrea’s book will inspire you to look at your brand with fresh eyes and will help distinguish your brand in the marketplace. A must read."</i> --Bob Allen, interim president/CEO, Direct Marketing Association, and former president/CEO, Vermont Country Store BrandAbout


BrandAbout is an experiential, do-it-yourself, creative playbook for energizing brands and their product lines and/or services. With 10 practical lessons based on more than 25 years of hands-on, in-the-trenches merchandising and marketing experience, BrandAbout provides companies of all sizes—from startups to Fortune 500s—with more than 40 creative homework exercises that...

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<i>Powered by the Email Campaign Archive, www.emailcampaignarchive.com </i> According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise … and increased volume means that marketers are faced with more and more competition resulting in overcrowded inboxes and frustrated, overwhelmed prospects. The challenge: How to break through the clutter and get your message opened and read within 3 seconds, for that’s how long your prospects allow before they hit the delete button. <b>“All About Email Creative” is here to help.</b> Through detailed analysis of hundreds of thousands of emails residing in the Email Campaign Archive (www.emailcampaignarchive.com), best-practice advice from industry experts, case studies and more, this groundbreaking report will give you the tools you need for success. Here are just a few of the take-aways that you will learn: • Month with the Highest Volume of Email • Day of the Week with the Highest Volume of Email • Time of Day with the Highest email Distribution • Top 20 Most Popular Words and Symbols in Subject Lines • Word with Highest Increase of Subject Line in Repeat Email • Top 10 Categories with Most Email Volume • Word Count Trends … What Could It Mean? • The One Single Tactical Move to Improve Email Response • Maximum Number of Characters in the Subject Line • How to Test Subject Lines • How to Avoid Junk Filters – the Trigger Words That Get You Trashed • Why you Should Pay More Attention to the “From” Line • Once Opened, What Should the Reader See Next? • 10 Steps to Getting Your Message Just Right • 5 Ways to Optimize the Email Preview Pane • How to Deal with Blocked Images • Web-Friendly Fonts and Font Sizes – What Are They? • The Top Reason People Unsubscribe from Marketing Messages • To Use Free or Not to Use Free … That Is the Question • 16 Most Effective Strategies for Email Branding • The Difference Between B-to-B and B-to-C Email Marketing • HTML or Text. Which Should You Use? • The list goes on … and on Filled with countless examples, more than 20 charts, several case studies, and privileged knowledge from top email marketers, “All About Email Creative” is must-reading for any marketer involved in email and cross-media campaigns. <b><u>100% Money-Back Guarantee</b></u> Your order is risk-free. If you are not completely delighted with “All About Email Creative,” notify us within 30 days for a complete credit or refund, no questions asked. <u>About DirectMarketingIQ</u> The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry. All About Email Creative

Powered by the Email Campaign Archive, www.emailcampaignarchive.com According to “The Power of Direct,” a late 2009 study from the Direct Marketing Association, email marketing returned an unbeatable ROI of $43.62 for every dollar spent on it in 2009. Thanks to this tremendous success, email marketing is on the rise …...

ORDER NOW

 

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