DIRECT Magazine
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Tracking Top Shoppers
Q: Do you know your best customers? Retailers said they It's no wonder more than a third of retailers don't know who their top shoppers are: Half of those...
Broken Graphics and the 40/40/20 Rule
E-mail marketing executives talk incessantly about the importance of relevancy. And rightly so. But they often also talk about relevancy like it's new...
Can This Woman Save Direct Marketing?
Linda Woolley has just signed on for what's arguably the biggest challenge of her career. But judging by her r she's been gearing up for it for more than...
An Unpopular Opinion
Making a negative comment about McDonald's is like making a negative comment about God and motherhood. Not since I saw a full-page ad for Louis Vuitton...
E-mail's Future? There's More on the Way
What will e-mail marketing be like in five years? First, readers should keep in mind I'm the guy who predicted in the late '90s that AOL was going down...
They've Got the Power
Today's consumer is in control. But you already knew that. What you also need to know is how to market in a world of constant experimentation, new metrics...
False Measure
The quickest way for direct marketers to get into hot water is to allow themselves to be judged by a useless metric. The return on marketing investment...
The B Team
Secondary search the use of a secondary search-engine marketing team to complement existing search campaigns can do wonders for a company. But for many...
Goal: Serving Fans
Let's paint a picture of the best possible hockey fan, at least as far as the National Hockey League's direct marketing department is concerned. This...
A Steady Clip
The Sunday paper is still many consumers' go-to resource for their weekend dose of The Family Circus. But when it comes to getting coupons to feed their...
A Little Too Personal
Think about it. You're browsing through your mail and come across an oversize postcard from your health club. Printed across the back in large text you...
It's Mobile, Baby!
Just in time to entertain the hordes of direct marketers set to descend on Sin City for DMA08, Vegas.com is rolling out what it calls Las Vegas' first...
Microsite Delivers Big
A nice, neat list of multichannel marketing tactics is OK for starters. But putting those strategies into practice is another thing. Johnson Direct worked...
A Muscular DR Campaign
CelebDirect has begun a direct response print, online and infomercial campaign for the Muscle Flex exercise system. It's starting with half- and full-page...
Now the News Is Happening to Us
You want to talk about direct mail copy? Nothing can beat a series of letters sent by Time magazine during the early years of World War II. Few copywriters...
Postal Migraine
Mailers may be happy about postal reform. But it hasn't relieved all their worries. They're concerned, for example, about the 2009 rate hike. Yes, we...
Retiring But Not Laid Back
MassMutual's Retirement Services division is using e-mail newsletters to promote its products to brokers and investors. Our distribution model consists...
Rx for Direct Mail Headaches
Direct mail is still considered one of the most economical means of communicating key messages to customers. However, those involved in direct mail production...
Searching for a Way to Give
More than 60,000 nonprofits have partnered with a new Yahoo-powered search engine and shopping mall to help supporters make donations simply by searching...
Service Pays
Nissan USA has been pulling a response rate of about 6% to a 1.1 million-piece mailing it sent out earlier this summer. Long-standing customers were offered...
The Big Easy
Database marketing has become socialized. It used to be the province of the biggest firms. But no more. For one thing, software has been improved so that...
Wonder Web
Can you define convergence? It sounds like one of those vague buzzwords businesspeople like to use. But it does mean something that devices and platforms...
Bidding for BAM
The Brooklyn Academy of Music's annual online auction of fine art accounts for only a small part of the $24 million the performing arts center raises...
Survival
This is not a happy time for catalog marketers. Yes, they got a break on postal rates (as if any rate hike can be called a break). But paper prices are...
Testing the Waters
The Recreational Boating and Fishing Foundation's first direct mail campaign is aimed at persuading former fishing-license holders to renew. In March...
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