Q&A: Bill Brand, EVP of programming, marketing and business development, HSN

Share this content:
Bill Brand
Bill Brand

Bill Brand, HSN's EVP of programming, marketing and business development, discusses DM, e-commerce and CRM.

Q: What types of direct marketing are important to HSN?

A: At HSN.com, which accounts for 35% of our business, we have the ability to customize communication through a very robust email program. You could sign up to receive communications about today's special offer. These are personalized based on the user's experience. More than 50% of our customers participate in our email program.

Q: Does HSN still send out direct mail? 

A: We have two programs: direct and targeted insert. We send out 1.5 million program guides per month. We have a very strong private label credit card program. It offers VIP access and additional incentives throughout the month. We have the ability to choose what we send and who we send it to. If you're a jewelry customer, we've created a tool that has been beyond successful. Jewelry Guide is like a TV Guide for jewelry lovers. It tells customers what's new and when their favorite brands will be on TV.

Q: Does HSN work with 
any marketing agencies? 

A: We do not. Almost all of our creative is done in-house. We have a very strong CRM team helping us to better target the tools we have at our disposal for the strongest ROI. I have been at HSN going on five years and in that time 
we've never worked with
an agency. We have had 
4.6 million customers in 
the past 12 months. In the universe, it's probably more like 25 million at some time. 
We do have support externally from SAS Analytics and Millward Brown for brand tracking, and we also have email marketing through Epsilon.

Q: Is your website built more for selling or communicating a brand message?

A: HSN.com is about storytelling and great content; it's not simply a transactional device. We bring that to life with strong interactive tools. When we launched the Levi's Curve ID, we launched an interactive tool that allows women to put in their shape and size so the tool could determine the best jeans for them. We have a tool called Hello Gorgeous in which you can upload a photo to try make-up on. The platform was built in-house. In June we launched HSN Arcade, which allows customers to watch HSN shopping on one screen and play games on another. HSN.com is going on 12 years. We just recently hired two new executives to oversee digital commerce.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above