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Posts Tagged ‘1:1’

Jun
30
1:1, business intelligence
Are Moms Reading Your Emails?
by Aaron Cacali, Interactive Creative Director

Ken Johns, Brunner’s VP, Director of 1:1 has just published a great article over at Mediapost.com on using email marketing to reach moms.

Ken discusses findings from research recently conducted by Brunner among more than 400 women with children age 12 and under living in their households. It turns out that even the busiest moms make time to check their email accounts on a regular basis. Here are a few of the highlights:

  • Nearly 96% of respondents said they check email at least once a day.
  • More than 80% of them actually look forward to checking email.
  • Most important, eight in 10 moms indicated they want to receive offers
    and information from preferred brands via email.

Read the full Mediapost article here for more of Ken’s insights into reaching moms via email, understanding their preferences and establishing personal bonds with this valuable market segment.

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Jan
28
1:1, Integration
Those @(#* Catalogs!
by Victorria Wytcherley, Management Supervisor

How many store catalogs did you get in the mail this holiday season?  At home, I had a pile about two feet high-with about 75 or more catalogs from brick and mortar shops such as Brookstone, Eddie Bauer, L.L. Bean, Victoria’s Secret and online/direct mail only brands such as Harry & David, Catalog Favorites, Solutions, Red Envelope, etc.   At work, I had a pile of about 14 from the same brands AND from obscure “how did they get my name” places like Fairytale Brownies.

I reluctantly admit that I read through every single one of those catalogs-I circled items, I compared costs on like objects, and the content became reading material of wishful thinking for me after getting home from a hard day’s work.  I actually enjoyed the time I put aside to look at the mail order catalogs after my son was in bed and my husband was absorbed in the local hockey game.  I’m a busy mom so this downtime, in an effort to not feel unproductive, became “necessary preparatory work” for the holidays.

But what was illuminating to me was that my purchasing behavior only extended down two pathways.  The first was that I ordered online for only a few purchases that I had picked out for gifts from the catalogs.  The second was that I remembered and/or noted specials on my Blackberry memo pad when I was actually in stores where I could handle the items tactiley.  Not once did I reach for a phone to call in my order.  And as strong as my wishful thinking was, it did not translate into actual purchases for many of what I would have bought had I had more money to spend.

(more…)

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