Listline
NEW LISTS J.H. Breakell and Co. The 8,854 named here bought jewelry and fashion accessories during the last 12 months. A typical customer is a 48-year-old...
Market Shift
Who do you trust? That is, whose word do you take on the state of the list business? List managers and brokers say that rental volume and commissions are up. But mailers don't necessarily agree. We contacted both groups for our 2007 list use survey and got slightly different results from each....
Embracing Complaints
Though many direct marketers think e-mail recipients using services like AOL and Yahoo! hit the report-spam button indiscriminately, the information it provides is becoming just as important as response and open rates....
Customer Insight's the Key
For many DM executives who sell luxury goods, there's nothing especially luxurious about their marketing strategies. They have to deal with tight budgets,...
A Civilizing Effect
Not only has the report-spam button become one of the Internet service providers' top tools in the fight against spam, it's apparently had a dramatic civilizing effect on the relationship between legitimate, permission-based e-mail marketers and inbox providers....
The New List Business
Good news. The list business lives. Of the vendors who responded to our 2007 list use survey, a whopping 68% said their commission revenue has risen this...
Buy.com's 2.0 Makeover
Last October Buy.com launched an extensively remodeled Web site. The avowed mission? To at least keep pace with — and perhaps catch up to — Web tycoon Amazon.com, the largest pure-play Internet retailer....
Pipe Down
Does anyone remember a cantankerous man named Arnold Fishman? He slammed the Direct Marketing Association years ago for compiling and publicizing pumped-up...
What the Heck Did He Just Say?
Man, the bureaucratledygook coming out of the Direct Marketing Association was sure thick this summer....
Virtual Open House
Bah. Who wants to spend a Sunday afternoon going around to open houses? Wouldn't it be great if there was a Second Life, where prospective home buyers...
Getting In
If you have any doubts about how thoroughly geeky I can be and believe me, I can provide testimonials from family and friends please consider the nerd...
What's My Lie?
“Lies Startups Tell Themselves to Avoid Marketing” could easily serve as a handbook for consultants who want to overcome potential clients' resistance to professional marketing efforts...
Dialing Isn't Outdated
You didn't toss out the telephones when you went online, did you? Neither did your business prospects and customers. Indeed, Americans have more phones...
Hire Standards
If you have online marketing experience, get your resume in shape. The headhunters may be comin' a callin'. A recent report by The Creative Group shows...
Homewood on the Range
This issue I begin a semi-regular feature giving — with apologies to Stephen Colbert — a “tip of the hat” or a “wag of the finger” to marketers, depending on how they handle a customer service problem. Have an anecdote you'd like to share? Send it to beth.negus@penton.com....
Buyers Aware
A lot of business buying has switched from response-based to search-based. That is, when businesspeople consider a purchase, their first stop is the Internet...
DHL Ad Doesn't Go Anywhere
Bill Bernbach, Rosser Reeves and David Ogilvy surely were the three greatest brand-advertising thinkers. And as most of my readers know by now, I consider David Ogilvy the greatest of them all....
Sleep on It
Perhaps you have children leaving for college for the first time this month. Have you given a lot of thought to the sheets they'll be sleeping on? Peggy Allen and Ronda Pierson have....
It's All in the Mind
Q: How do you connect with distracted prospects? A: Let's face it. The focus of the average prospect is not on your marketing piece. It might be on their...
Travel Plan
The Rockford Area Convention and Visitors Bureau has been working with consumer segmentation firm Cohorts since last fall to sort out its potential visitor base and get a better idea of the audiences to target with an integrated program of direct mail, radio, print and online promotions....
It's Mysterious
What's in a name? Intrigue, if you ask the folks at Stormship. The Medford, MA-based agency which has a number of clients in the high-tech and education...
DM Ink
Should job candidates bearing tattoos hide their colors? Yes, because such illustrations risk biasing potential hirers, according to research from search media firm Vault Inc. Direct marketers know differently. To a DMer, a tattoo is the outer-envelope window that hints at the freemium of a potential employee's soul....
Get to Know PDMA
WHAT Philadelphia Direct Marketing Association MEMBERSHIP More than 535 members, including ad agencies, marketing firms, vendors and end users. Roster...
Optimize It
Cross-selling has become an important focus for many companies since it's been shown to generate incremental profit and improve long-term customer retention. Marketers also recognize the CRM perspective that, after offering the best products, successful cross-selling depends largely on an offer's relevance. But too often database marketers struggle to reach this difficult goal. Here are some suggestions that might make things easier....
Curb Your Enthusiasm
Is investment in online marketing growing the way it once did? Probably not, judging from Direct's 2007 online marketing survey. Fewer DMers are planning large spending increases this time around, and more seem to be embracing a wait-and-see attitude....
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