More for Less
Direct marketing is cyclical. In boom times DMers attempt to change their fortunes through prospecting; in slower periods they focus on nurturing existing...
LETTERS TO THE EDITOR
I've frequently said to people — ranging from family members to my staff — that, most often, problems arise as a result of some sort of miscommunication....
NCDM Focuses on Integration
DEVELOPING AN INTEGRATED customer experience across multiple marketing channels is the theme of this year's National Center for Database Marketing conference....
Web Watch 2.0
SURE, THERE'S A LOT OF buzz about Web 2.0. But no one agrees on what it really means. Some say it's a new technology. Others, a social movement. Still...
The Future's in the Mail
IF THERE'S ONE CONSISTENT aspect of direct mail strategy you can count on, it's this: Everything changes. As consumer and donor tastes shift — and they do, regularly — the tactics used to communicate with them should too. Here are some of the latest developments in design and production that'll help keep your campaigns fresh....
LISTLINE
NEW LISTS Time Life Books Time Life recently reintroduced a direct mail-sold list of continuity book buyers which had been off the market. The file names...
All Over the Place
Maven's Maxims: If you don't have a goal, you can't reach it. If you don't have a target, you can't hit it. This Emcor ad is a good example. First of all, it has a jumble of elements which don't invite walking through it easily from beginning to end. ...
Is Anyone Listening?
FROM MY EARLIER CAREER AS AN audiologist, I can remember the many corny jokes made about diagnosing and rehabilitating people with hearing disorders....
The Power of Tower
THE PASSING OF A ONCE-GREAT retail chain tends to evoke both pity and awe, like the sinking of the Andrea Doria. So it wasn't surprising that the news...
The New Direct
YOU MAY HAVE HEARD SOME BUZZ ABOUT THIS. We certainly hope so. But if not, here's the word on the new Direct. The new Direct? Yes. We've thrown Direct's...
Blooper of the Century
IN A JAW-DROPPING EMBARRASSMENT, the state of Utah has mistakenly divulged kids' e-mail addresses on its so-called child-protection do-not-e-mail list — a registry proponents claim is foolproof....
Pet Project
IT DOESN'T MATTER IF YOUR animal companion is a cat, dog, fish, hamster or iguana. All pet owners need stuff. Lots of stuff: Kibble, brushes, beds, habitrails,...
E-mail Tops in ROI
THOUGH THE MONEY MARKETERS spend on it is a pittance compared with other channels, e-mail delivers the highest return on investment by a wide margin,...
Brand Makeovers
DID YOU EVER GET THE FEELING that something about your brand wasn't quite right? It may be time to align your channels or tweak your creative. Case in...
Growth of DM Spending to Falter
Direct marketing spending and sales growth are going to slow a bit in 2007, according to new research from the Direct Marketing Association. But both...
Predictable, But Not Easy
INSTITUTIONS LIKE SCHOOLS, hospitals, government offices and libraries represent a $4.1 trillion annual market. They're mostly recession-proof and very...
FTC Tightens ID Theft Regs
Identity theft? Ho-hum. Woe to you, friend, if that's your attitude. Data security may be dead in Congress this year, but the Federal Trade Commission...
We Are the World
Never mind love: If the Direct Marketing Association has its way, direct response will be the international language. The DMA took two steps in this direction...
I Gotta Do What?
SO DO YOU LIKE THOSE hoops? Shine 'em up a lot, do ya? Stroke them when no one is looking and coo in a raspy voice Seriously, a lot of you out there must...
The Yankees' Bush-League CRM
YANKEE FANS, IT SEEMS, can't win for winning. According to The New York Times, the New York Yankees are aggressively punishing season ticket holders who...
Satan in the House
Unspam Technologies, arguably the most despised company in e-mail marketing circles, has joined the Direct Marketing Association. And apparently there's...
In Utah, the Sheriff of Doodyville Takes on the World
Are Utah's government officials evil or just stupid? That question comes to mind every time the state's so-called child-protection do-not e-mail registry...
Nothing Was Delivered
Every standard mailer worries if his or her missives will get delivered to the right addresses. And more and more these days, the U.S. Postal Service...
Creative Differences
Business-to-business and business-to-consumer e-mail campaigns require vastly different creative tactics to drive the highest response, according to a report by e-mail service provider Silverpop....
Tell Us a Story
One day in the not-too-distant future, Web 2.0 will be about telling stories in the service of marketing to consumers, said Michael Davis, senior vice...
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