Archive for March, 2010

Transpromo. It sounds like it might be something to do with promoting transportation. Not too far off, transpromo is the combination of transaction and promotion, cross-selling based on information harvested from or added to transactional documents such as monthly statements, notifications, explanations of benefits and similar documents. Think of it as a new way to communicate with your customers, using existing resources—similar to a “piggyback” ...

The first order of business is to define what constitutes a lapsed customer. It sounds a lot easier than it really is—it’s difficult to enforce a one size fits all policy. Is it by sales, by interaction? You’ll have to put some thought to it.

Once you begin defining a lapsed customer, one of two things will happen: you’ll find your tracking metrics are solid—or not. If you don’t have a good vision of the past it will be a challenge ...

A pURL is a personalized URL. When a marketer sends a direct mail piece such as a postcard, each recipient in the marketer’s database receives a personalized URL to visit for special offers. For example, recipient Vicki Carroll’s pURL is VickiCarroll.MySpaDay.com.

When Vicki Carroll receives a postcard mailing from Spa Day, she reads about the terrific offers that can be found online by typing in her personalized URL into her browser. Once she visits her pURL, she can choose to receive ...