It has become an unwritten truth: digital is cheaper than offline marketing. The now almost universal belief is that traditional personalised communications, such as direct mail, are far more expensive – even if they do drive better results...
We’ve worked with a lot of mail order businesses in the last 14 years and the aim has pretty much been the same in every case: use consumer data to hone the targeting, cut waste and boost return on investment (ROI). The idea is to get catalogues...
I meet a lot of business people who appear to have fundamental misconceptions about loyalty programmes – both attendees at conferences and other events I speak at and those simply coming through my door to see what they could do if they wanted to...
It’s a little over a week into 2015 and I’m still sorting through my thoughts on the challenges and trends that we, our clients and other companies will contend with as the year unfolds. But there are a few conclusions that I have come to: Filling...

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