DMers' PR Strategy: Get Visual
As direct marketers vie for a more strategic position at the executive table, they have a mighty weapon: numbers. Deep inside marketing databases lie...
SK&A's Back in the Mail
For the first time in two years, SK&A Information Services will send out postcards as part of its marketing mix, this time to launch a medical research service....
Web Doctor
Pharmaceutical marketers can spend millions to create commercials that target, say, every allergy sufferer who watches Desperate Housewives on Sunday...
Printer's Mailing Gets 50% Response
Every now and then, digital technology produces unexpected results for old-fashioned direct mail. Take Superior Printing Inks, which achieved more than...
Alive and Well
In this multichannel age, direct mail is still the largest single power in direct marketing. The U.S. Postal Service handled 102.5 billion pieces of standard...
A Guide to Giving
Way back in 1997, it was hard for a small nonprofit with a limited budget to get attention. The Internet wasn't the fundraising powerhouse it is today,...
Listline
NEW LISTS Quality Control Professionals OneSource Information Services Inc. is offering Quality Control Professionals, a list with 14,032 names. Sources...
Easy Does It
In January the U.S. Postal Service toned down some of its proposed new mail rules. Here are some highlights. A relaxed flexibility test for automated...
Dirty Rotten Scoundrels
Nothing is more boring than going through the Direct Marketing Association's Hall of Fame. For every genius on that wall, someone else is there only because...
Another Ignorant J-Word Attack
When a column in a consumer newspaper is headlined Beware the menace of junk mail, you know you're in for a regular ignoramus-o-rama. ...
DMers Take First Look at Second Life
To its 2.7 million registered users around the world, the virtual reality universe Second Life is a nice place to visit, play and shop for completely...
A Capital Idea? Well
The problem with so many loyalty programs is they demand our loyalty but don't volunteer a rat's behind for their loyalty. Veteran air travelers are quite...
The Name Game
Prospective parents are accustomed to lots of tests: for the health of the baby, for its gender, and for the mother's wellness. And so when BabyCenter.com, a content site aimed at parents-to-be, wanted to optimize search traffic, it took a leaf from that baby book and did some testing of its own....
Preview Pain
With the newest releases of Yahoo! Mail and Microsoft Windows Live offering users preview panes by default at least while they're in beta business-to-consumer...
Mixed Breed
Purebreds may fetch a high price at market, but it was a mixed marketing pedigree that helped the American Society for the Prevention of Cruelty to Animals...
Dry Run
Reader's Digest created a systematic and disciplined approach to testing new products, primarily because of the creation of expensive one-shot books and...
A Ho-Ho to Remember
Remember all those great corporate holiday cards and gifts you got in December? By and large, neither do we. Sure, there were some yummy boxes of candy...
Marketing Mercenaries
One of my all-time movie faves is Last of the Mohicans, because it's a classic film about pre-Revolutionary America, because it's beautifully photographed,...
Watch This
Publishers and other marketers looking to get their customers' and prospects' attention might want to put on a show — a video Webcast, to be specific....
DRTV Gets Some Respect
When David Savage graduated from college in the early 1990s and landed his first job at a PR firm working with clients like Guthy-Renker and Anthony Robbins...
Write Away
If you're at a loss for words next time you sit down to write a sales letter, you might want to take a look at “Gabay's Copywriters' Compendium: The Definitive Creative Writer's Guide” (Butterworth-Heinemann/Elsevier)....
Half Empty or All Empty?
Are these people nuts? Do they have money to burn, and can't find any better way to get rid of it? Wait, wait. I'm forgetting my 2007 New Year's resolution...
No Promotion Before Its Time
It's a cold afternoon in January, and a woman's thoughts turn to drinking. Well, why not? I mean, something has to take the chill off the old bones, right?...
Stranger in Paradise
There's an unlikely figure roaming the beaches of Oahu. He stands aristocratically erect, his nose aimed at the heavens as though avoiding the stench...
Making Measurement Matter
Marketing databases are overflowing with information — they can hold millions of records and thousands of data points on prospects and customers. The ready availability of data has fueled a tendency to analyze things to death; everyone wants to know something slightly different. An inexperienced analyst can end up fulfilling 101 analytical requests, when probably only 10 or so relate to actual success....
«Previous 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 204 205 206 207 208 Next»
