Comments on: FUTURE MAILSTREAM GROWTH OPPORTUNITIES http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/ Mike Critelli's Blog Mon, 01 Dec 2008 21:21:37 +0000 http://wordpress.org/?v=2.3.3 By: Ted Grigg http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1809 Ted Grigg Thu, 24 Jan 2008 05:04:09 +0000 http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1809 It never ceases to amaze me that after 30 years in the direct marketing business that the retail industry has done so little to leverage their customers to increase revenues. With the advent of CRM (which is nothing more than database marketing on steroids), social marketing and the tremendous growth of new media, you would think that retailers would use the direct marketing strategy to the fullest. But as you said, few maintain true relational databases of their customers. So planning or implementing any direct response strategies is impossible. They may spend a lot of money on catalogs and other direct media. But basic tracking of sales by source code, file segmentation or testing are not available to most retailers. It's still 1978 for a majority of the retailers out there. Retailers still view every consumer as their customer regardless of whether that consumer ever buys from their store. Thanks for another thought provoking post. Ted Grigg It never ceases to amaze me that after 30 years in the direct marketing business that the retail industry has done so little to leverage their customers to increase revenues.

With the advent of CRM (which is nothing more than database marketing on steroids), social marketing and the tremendous growth of new media, you would think that retailers would use the direct marketing strategy to the fullest.

But as you said, few maintain true relational databases of their customers. So planning or implementing any direct response strategies is impossible. They may spend a lot of money on catalogs and other direct media. But basic tracking of sales by source code, file segmentation or testing are not available to most retailers.

It’s still 1978 for a majority of the retailers out there.

Retailers still view every consumer as their customer regardless of whether that consumer ever buys from their store.

Thanks for another thought provoking post.

Ted Grigg

]]> By: admin http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1804 admin Mon, 07 Jan 2008 18:27:03 +0000 http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1804 Jeff- There are two growth opportunities in the mailstream. One which you have correctly identified is the increased use of the mail for parcels and packages. The other is the use of the mail for helping businesses stay in continuous contact with their customers. Too many retailers either never learn who their best customers are, or make no effort to retain contact with them when they leave the store. We need to help businesses, non-profits, and the government use the mailstream as one of a set of multi-channel tools to stay connected with their customers, donors, or citizens. -Mike Jeff-
There are two growth opportunities in the mailstream. One which you have correctly identified is the increased use of the mail for parcels and packages. The other is the use of the mail for helping businesses stay in continuous contact with their customers. Too many retailers either never learn who their best customers are, or make no effort to retain contact with them when they leave the store. We need to help businesses, non-profits, and the government use the mailstream as one of a set of multi-channel tools to stay connected with their customers, donors, or citizens.

-Mike

]]> By: Jeff Dray http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1803 Jeff Dray Sun, 06 Jan 2008 22:02:59 +0000 http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1803 Mailstream is not dying but it is changing. As a householder I have seen the amount on direct mail coming through my door fall off a lot, but this is more than covered by the amount of parcel and packet mail I receive. as letter mail dies out to be replaced by email, the world on online shopping ensures that more goods will arrive in the home by post. As long as we recognise this and tailor our product in response this should not be a problem for us. Mailstream is not dying but it is changing. As a householder I have seen the amount on direct mail coming through my door fall off a lot, but this is more than covered by the amount of parcel and packet mail I receive. as letter mail dies out to be replaced by email, the world on online shopping ensures that more goods will arrive in the home by post. As long as we recognise this and tailor our product in response this should not be a problem for us.

]]> By: admin http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1800 admin Wed, 02 Jan 2008 03:35:29 +0000 http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1800 Hi Chris, I agree with your comment that mail is most effective when it is used in a multi-channel communications strategy. Thanks for the note. - Mike Hi Chris,

I agree with your comment that mail is most effective when it is used in a multi-channel communications strategy. Thanks for the note.

- Mike

]]> By: cbrown@resources-results.com http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1799 cbrown@resources-results.com Wed, 26 Dec 2007 21:35:51 +0000 http://www.mikecritelli.com/2007/12/21/future-mailstream-growth-opportunities/#comment-1799 Mike: Thanks for the link. I imagine that Pitney Bowes is very PRO mail and not so happy about all the email, however I really do think that there is a time and place for both in a marketing campaign. Chris Brown Branding & Marketing blog Mike:
Thanks for the link. I imagine that Pitney Bowes is very PRO mail and not so happy about all the email, however I really do think that there is a time and place for both in a marketing campaign.

Chris Brown
Branding & Marketing blog

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