Best Practices at Best Buy
Best Buy, frustrated with the speed at which its loyalty program was growing, decided on an overhaul 18 months ago. It was a good move. Since then, enrollment...
The Doctor Is In
Another humdrum night? Maybe it's time to go out and hear some live jazz in a garden conservatory setting. But where? How about the hospital? It wouldn't...
AOL to Customers and Mailers: And You Are?
IN THE 12 MONTHS PRECEDING April the most recent period for which figures are available AOL lost subscribers at a clip of 258,000 a month. That's twomonth....
DMers Losing Interest in AOL Addresses
If AOL wants legitimate marketers to avoid contacting its subscribers, the plan is starting to work. E-mailers are preparing for a serious drop in performance...
The Sweet, Sticky Smell of Success
Do you know about Diet Coke and Mentos? It's not the latest weight-loss craze. It's a Mr. Wizard science experiment gone berserk, and it's currently storming...
Somebody Gets It
AS AN OBSERVER OF THE direct marketing world, I often have experiences where I slap my head and say, Yea! They get it! There also are times when I shake...
Ready for More
DIRECT TALKED recently with consultant Kurt Medina, who specializes in the 50-plus market. He shared his thoughts about targeting boomers and seniors....
Great-West Woos Dentists
TALK ABOUT DRILLING DOWN: Great-West Life Assurance Co. increased its coverage of dentists by 7% by offering enhanced benefits and changing its list segmentation....
LETTERS TO THE EDITOR
DEAD LETTER OFFICE My grandmother had her own (unique) solution to unwanted solicitations (Loose Cannon, June 1). After my grandfather died, she received...
The Hidden Gems in E-mail Responses
Any DMer knows response management is critical to a campaign's success. But in e-mail marketing, overseeing messages from those who don't buy is just...
Data Love
Vendors, take note: Direct marketers will spend an average of nearly $250,000 for database upgrades this year. And they're confident these expenditures...
So Where's the Copy?
I admit, I have to search widely for interactive ads that cry out for a makeover. Still, there always seems to be a plentiful supply of examples of advertising folly. And while the percentage of such ads may be small, the dollar waste is huge. The latest example is one that I found in a recent issue of The Wall Street Journal, an ad for the worldwide chain of Mandarin Oriental Hotels. It's presumably one of a series....
Plumber Turns to Postcards
WHAT DOES A LOCAL PLUMBING concern do when business starts to slow down and the Yellow Pages doesn't bring in work the way it used to? This was the problem...
Aste+risk Means You're Risking Your Aste
I ABSOLUTELY, POSITIVELY, AND UNEQUIVOCALLY BELIEVE IN information optimizing. Information optimizing is making the most of any benefits whatever you're...
Synonyms Ain't Synonymous
Editor's note: Herschell Gordon Lewis, Direct's Curmudgeon-at-Large, is a copywriter renowned as an authority on the use of words. This is one of an occasional...
Black or White?
Welcome to Pick the Winner, a new semi-regular column in Direct. Take a look at the two creative packages and guess which one pulled best. Then go to...
Still Frustrating After All These Years
WELL, THE LATEST RATE CASE is under way, and that means sometime in late spring or early summer of 2007 new postage prices will go into effect. The U.S....
LISTLINE
NEW LISTS Eating Well This list names those subscribers to Eating Well magazine who requested a corresponding e-mail newsletter. Some 24,834 newsletter...
Late to the Table
OF THE TOP 130 restaurant chains in the United States only seven, or 5%, have loyalty programs. I've always known it's not a big number, says Tim Cusick,...
ATTENTION, PLEASE
DIRECT TALKED recently with Rob Norman about the current state of direct marketing media buying. Norman is director, interaction at Group M Worldwide...
The Zoo Story
AFTER NEARLY TWO YEARS about as long as an Asian elephant's gestation period Seattle's Woodland Park Zoo is back in the mail with a 125,000-piece membership...
On-the-Job Marketing
MOST JOB-STAFFING services put marketing dollars into brand advertising. But Allegis Group is running in the other direction, building awareness almost...
Right-Time Marketing
Here's some news from ExactTarget that may change the way you send your e-mail. A study shows the highest average open rate in 2005 was on Fridays. But...
Messy Brand Building
Back in the 1980s I was part of the team that built IBM's first catalog on the Web. Very few catalogers or retailers had Web sites then, so How do you...
The Age of Anxiety
Want a free 42-inch flat screen Sony TV? Want all kinds of goodies for evaluating Dunkin' Donuts against Krispy Kremes? How about a $1,500 Kmart Gift...
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