It Could Get Ugly
RETAILERS THAT STILL USE all-HTML e-mail and there apparently are a lot of them are in for a horrendous online holiday shopping season, according to Epsilon...
Just for You
TODAY MORE THAN EVER, consumers and business prospects alike subscribe to the age-old direct marketing principle WIIFM: What's in it for me? Personalization...
Phishers Getting DM Religion
E-MAIL PHISHERS ARE honing their skills in ways that indicate at least some of them think like the best direct marketers, says James Christiansen, Experian's...
The Best Catalog Ever
MY FIRST IN DIRECT MARKETING (THOUGH there was no such name for DM then) was hand-creating individual fliers to stuff into neighbors' mailboxes. The terrific...
Epsilon Restructures; DiGuido Out
Epsilon Inc. fired a highly visible executive last month and shook up its corporate structure. Al DiGuido, CEO of Epsilon Interactive, was ousted. And...
Clean = Green
IMAGINE SPENDING ALL YOUR time preparing for an extravagant dinner party. The champagne is bubbling, the cutlery is shining, and the platters of hors...
Palsy-Walsy
Shades of 1999! Social networks got hot this summer when both Google and Microsoft announced deals to add search and syndicated contextual ads to MySpace...
Get the Buzz
Looking for the latest scoops and commentary on the world of direct marketing? Visit the DirectBuzz Blog (blog.directmag.com/buzz/), updated regularly...
Do You Know About SIFE?
Once again it's time to play “Figure out the ad.” You do have time for that in your busy day, don't you? Whenever I see an ad headline like this one for an organization called SIFE (Students in Free Enterprise), I think of Robert Di Niro in the movie “Taxi Driver.” Are you talkin' to me? ...
E-zine Education
WE'VE ALL GOTTEN them. Some of us, to our vexation and bewilderment, have produced them: e-mail marketing newsletters that fail to keep recipients opening...
Viva Direct!
WHILE YOU'RE RELAXING on your upcoming vacation to San Francisco for DMA06 (yes, I laughed maniacally when I typed the word we'll be in a constant flurry...
Magical Thinking
JUSTIFICATION IS THE name of the game when it comes to determining a direct marketing budget. It's no longer good enough to make generalizations about...
Memo to APWU: Get Real
What's up with the American Postal Workers Union? Here's an organization that's supposed to secure the long-term best interests of a key sector of the...
Don't Stop Now
ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I'm not...
First Impressions
A NEW SUBSCRIBER OPTS IN to receive your newsletter. Great! So you respond with a simple thank-you, right? Not exactly. The right welcome message can...
Leading Questions
HAVE YOU EVER RECEIVED A bad sales call? Perhaps the salesperson barreled through the script without bothering to engage in dialogue. Maybe he stammered...
I Want My $2,000 in Pennies
THIS PAST SUMMER McMurry, a midsize marketing agency in Phoenix, sent out a postcard announcing its pending reopening. As part of its campaign, it offered...
Prism Restructures Marketing Group
Leslie C. Bacon has been named group publisher of Prism Marketing Media Strategies, a new unit that includes Direct, Multichannel Merchant, Promo and...
It's Good to Be King
Treat your best customers with care Top customers deserve special treatment. You can afford it, and they expect it and thrive on it. So business marketers...
If You're Going
There are worse places to be than San Francisco in October. So stop worrying, and relax on the flight by reading this issue of Direct. We hope you'll...
Think Before You Contact
In direct marketing the call to action is critical. If you capture how a prospect or customer historically responds via mail, the Web, inbound call, face...
Put It to the Test
Testing is critical to success in direct mail. And of course, the same theory applies online. The Web is extremely conducive to testing from both cost...
Ring True
Want to turn that phone call into a sale, and maybe even into an ongoing relationship? Follow these pointers: Don't remind prospects that you've already...
Eight O'Clock Coffee Blends TV, Web
Eight O'Clock Coffee has one of the oldest brand names in America. But the company launched as a private label by A&P Stores in 1859, sold to an investment...
Harrumph. Obfuscate. Complicate. Harrumph
When I deliver a speech or communicate in print, one of the words I eschew is That word, and its cousins such as and any compound word whose second half...
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