July 1, 2006
DIRECT Newsline
Revised Curriculum
The folks at Northwestern University's Kellogg School of Management must be auditing direct marketing classes at their parent school. For starters, they've...
Features
Data Love
Vendors, take note: Direct marketers will spend an average of nearly $250,000 for database upgrades this year. And they're confident these expenditures...
Op-Ed Columns
Farewell to InMarketing
We suppose we should be doing victory laps. The Direct Marketing Association is pulling the plug on InMarketing, its excuse for a monthly magazine. Here's...
A Report From the Front
WHY WOULD A RESPECTED AUTHORITY RECOMMEND investing in two similar companies toughing it out in a seriously competitive field? Recently, thanks to my...
Aste+risk Means You're Risking Your Aste
I ABSOLUTELY, POSITIVELY, AND UNEQUIVOCALLY BELIEVE IN information optimizing. Information optimizing is making the most of any benefits whatever you're...
Articles
The Doctor Is In
Another humdrum night? Maybe it's time to go out and hear some live jazz in a garden conservatory setting. But where? How about the hospital? It wouldn't...
TIMELINE
June 16, 2006 HORMEL FOODS CORP., the maker of Spam, agreed to a lawsuit settlement that would allow NetBop Technologies, a small Welsh technology firm,...
You're Fired!
Ever had to fire a customer? Bill Cole has. Cole is president of Randolph, MA-based Bill Cole Enterprises, which direct markets Mylar sleeves, backing...
Marketers Turn to Trackable Media
Mass marketing may be growing in some quarters, but not among executives surveyed by Epsilon. A poll of 175 U.S. marketers showed that most are cutting...
DMers Losing Interest in AOL Addresses
If AOL wants legitimate marketers to avoid contacting its subscribers, the plan is starting to work. E-mailers are preparing for a serious drop in performance...
E-mailer Asks Permission Again
The Leukemia and Lymphoma Society just saw its e-mail list slashed from 33,636 addresses to 4,510 and the organization's e-mail director is happy about...
Best Practices at Best Buy
Best Buy, frustrated with the speed at which its loyalty program was growing, decided on an overhaul 18 months ago. It was a good move. Since then, enrollment...
Great-West Woos Dentists
TALK ABOUT DRILLING DOWN: Great-West Life Assurance Co. increased its coverage of dentists by 7% by offering enhanced benefits and changing its list segmentation....
Plumber Turns to Postcards
WHAT DOES A LOCAL PLUMBING concern do when business starts to slow down and the Yellow Pages doesn't bring in work the way it used to? This was the problem...
Somebody Gets It
AS AN OBSERVER OF THE direct marketing world, I often have experiences where I slap my head and say, Yea! They get it! There also are times when I shake...
All I Really Need to Know About CRM I Learned in Kindergarten
Robert Fulghum was right: Life's essential lessons can be gleaned from truths learned in kindergarten. The next few decades of academia are commentary...
AOL to Customers and Mailers: And You Are?
IN THE 12 MONTHS PRECEDING April the most recent period for which figures are available AOL lost subscribers at a clip of 258,000 a month. That's twomonth....
LETTERS TO THE EDITOR
DEAD LETTER OFFICE My grandmother had her own (unique) solution to unwanted solicitations (Loose Cannon, June 1). After my grandfather died, she received...
Full Disclosure
The U.S. Postal Service has a problem: It needs to improve customer relations. But that's a tall order given the uncertainty of postal reform legislation passage, the new rate case and the promise of large annual increases because of the escrow account issue....
The New E-zine Metric
WHEN E-ZINES first came out, chief marketing officers looked at the reports and were excited about using open rates and click-throughs to measure their...
Ready for More
DIRECT TALKED recently with consultant Kurt Medina, who specializes in the 50-plus market. He shared his thoughts about targeting boomers and seniors....
LISTLINE
NEW LISTS Chief Financial Officers This 32,840-name file is derived from multiple sources, including government registrations, trade and business groups,...
The Sweet, Sticky Smell of Success
Do you know about Diet Coke and Mentos? It's not the latest weight-loss craze. It's a Mr. Wizard science experiment gone berserk, and it's currently storming...
The Hidden Gems in E-mail Responses
Any DMer knows response management is critical to a campaign's success. But in e-mail marketing, overseeing messages from those who don't buy is just...
So Where's the Copy?
I admit, I have to search widely for interactive ads that cry out for a makeover. Still, there always seems to be a plentiful supply of examples of advertising folly. And while the percentage of such ads may be small, the dollar waste is huge. The latest example is one that I found in a recent issue of The Wall Street Journal, an ad for the worldwide chain of Mandarin Oriental Hotels. It's presumably one of a series....
Educate Yourself
THE POSTAL INDUSTRY IS UNDER attack, and it's time people in our business took it seriously. Too many who make their living from the mail are turning...
