E-mail List Killers
Deleting inactive addresses from a house file may be the last thing most traditional direct marketers would do, but it's becoming a necessity in e-mail....
Managing Your E-mail Reputation
E-mail reputation isn't just a technical issue among big e-mail service providers. As an e-mailer, your standing reflects on your brand and affects your e-mail efforts. So it's important to maintain a topnotch stature....
Get to Know NEMOA
The New England Direct Marketing Association “NEMOA is the best place to learn what's going on in the industry,” says Janie Downey, the group's newly appointed executive director....
You Wouldn't Treat Your Most Productive Sales Rep This Way
For those DMers who are still unconvinced that e-mail's a different animal than direct mail, look no further than the following pitch that arrived in...
Model Citizens
It may be bad form to revive the old us-vs.-them fight between direct marketers and brand advertisers. We're all one big, happy family these days, right? But DMers are getting a disproportionate share of the blame for the anti-marketing mania now going on....
Big Ideas for Microsites
Bill Hanekamp is a huge fan of small Web sites. Technically, they're called microsites small, self-contained Web destinations that are separate from a...
Direct Asks
No question Amazon.com. I know, it's a no-brainer, but they deserve the accolades. The site is well designed, easy to use, their product lines have expanded...
Google's Parking Problems
My list of the ways Google is like my hometown of Chicago comes down to one item: They both have parking problems that are rooted in history and long overdue for a solution. And in both cases, conspiracy-minded observers see a plot to keep the revenue stream open....
Anglo-American
It doesn't matter which side of the pond they're on. The first stop for most consumers planning a trip is the Internet. That's why VisitBritain, the United...
Eastern Philosophy
Mounting a successful integrated marketing effort is difficult enough. Throw in the additional hurdle of targeting a segment with a unique language and culture, and you've multiplied that challenge. Direct recently talked about creating multichannel campaigns for the Asian-American market with Saul Gitlin, executive vice president for strategic services and new business at New York agency Kang & Lee....
ETF Ad Weaves a Tangled Web
Anybody here remember a certain pseudo-inspirational poster of yesteryear? It read: They said it couldn't be done. So we didn't even try. I thought of...
No Booth? No Problem!
Imagine you're exhibiting at a trade conference and your booth doesn't show. Bad news, right? Not necessarily. Jordan Ayan, CEO of e-mail service provider...
Captive Audience, Captive DMers
Earlier this year, guerrilla marketing agency Interference Inc. placed small digital displays of cartoon characters throughout several jumpy, post-9/11...
Handling Calls In-House
f you're dialing into a call center from home, chances are you may be relaxing in pajamas and slippers. And chances are the reps you talk to may be in their PJs too....
Give the People What They Want
Fifty-nine percent of respondents to a recent survey from Cambridge, MA-based e-commerce software firm Allurent Inc. report that a frustrating online shopping experience negatively affects their overall opinion of a brand or retailer....
Letters to the Editor
JUST ONE THING I think Herschell Gordon Lewis overlooks one issue in his excellent lambasting of fundraising letters that don't work the executive directors...
Political Post
One thing we've never been able to figure out is when and how politicians started using direct mail. Some sources say it was during the 1960s, when large donor and voter lists became available....
Letters to the Editor
DRAFTFCB: A GUIDING LIGHT Chicago Sun-Times columnist Lewis Lazare's doom-and-gloom appraisal of the Draft-FCB merger as one of the darkest moments in...
The Buck Starts Here
Jerry Bernhart, president of Bernhart Associates Executive Search, recently gave us his thoughts on DM compensation in today's hiring market. It's true...
Window-Shopping the Small Screen
Little more than a month after the holidays, many consumers probably still have psychic scars from the jammed malls and parking lots. Those memories may...
Credit Where Due
To offer insight into the cumulative effect of online exposures, analytics and marketing agency Avenue A/Razorfish issued the research white paper “Actionable Analytics.” The study's media analytics section provides clues to determining a correct media mix....
CORRECTION
The photo accompanying AAA Targets Teens (January) is not of Mary Wyatt but of Sue Burns, AAASNE's director of marketing membership....
ZIP+4 + 2 = ZIP+6
How do you get an entire newspaper chain to improve its targeting? It's not easy when you own 90 papers, ranging from small weeklies to big-town dailies....
CLARIFICATION
RCI Global Vacation Network uses SAS' Enterprise Miner data-mining software in its customer modeling work (Vacation Planning, January)....
Rainbow Rewards Goes West
Last year Rainbow Rewards, a loyalty plan designed to boost local businesses in Denver, increased enrollment 150 times — from 2,000 to 300,000 members — through organic growth and alliances with credit unions and Frontier Airlines' MasterCard program. ...
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