Pyramid Scheme
Direct marketing is all about capitalizing on opportunities. As we all know, you need to be in the right place, at the right time, with the right offer....
I Can See for Miles (And It Ain't Pretty)
Nine trillion miles is a very long distance. That's trillion with a For those who don't have a ruler handy, that's more than twice the distance between...
A Broad Palette
Say an artist wants to paint a field of blue flowers Sapphire Blue flowers, that is. Or maybe he or she would prefer Prussian Hue Blue, or Cobalt Blue,...
letters to the editor
ROSETTA STONED Mr. Collins forgot something very important in his makeover of the RosettaStone ad: An ad has to be graphically strong enough to stop readers...
Home Depot Builds Relationships
Last year, The Home Depot's 1,900 stores rang up $70 billion in sales. But customers don't elect to shop there because of the company's size they do so...
A New Policy
After years of strong gains, the insurance industry is entering a soft market where premium growth in most underwriting sectors is declining or negative....
Tricks of the Trade for B-to-B E-mailers
When it comes to e-mail, yesterday's best practices often are today's conventional wisdom. Take scheduling. One piece of channel doctrine states that...
Location, Location, Location
While geo-demographic data can play a major role in a targeted marketing program, its misapplication can cause poor targeting decisions and a waste of...
They'll Call You
Don't call us. We'll call you. That's what 50 million U.S. households told the telemarketing industry when they signed up for the Federal Trade Commission's...
News briefs/directmag.com
5/3 Search engine marketing expenditures will grow by 33% this year and reach $11.6 billion by 2010, notes a report from FORRESTER RESEARCH. In addition,...
Adaptation Is Critical
When you consider Europe's 45 countries and 20 official languages not to mention numerous cultural, legal and taxation issues special care must be given...
Silkies Adjusts Its Stockings
There are many good arguments against starting a continuity club: The limited offerings turn consumers off, and auto-ship programs are difficult to operate....
Flatiron Follies
Jason Catlett might disagree, but to me the worst privacy violations are being perpetrated by general advertisers, not direct marketers. DMers aren't...
A Tale of Two Studies
JupiterResearch set the Web metrics world ringing two months ago with a published report that found Web users deleting Internet cookies in numbers far...
Building a Better Carrot
A year ago, John Howard had a problem. He had earned his nickname The Carrot for his red hair; in fact, when he began selling printer cartridges over...
Next Rate Case Looms in 2006
The current postal rate case calling for a 5.4% across-the-board increase will likely be settled, predicted Gene Del Polito, president of the Association...
Omni Ad Doesn't Visualize or Address Prospects
Target. Target. Target. Got that? Or should I repeat it? Print advertising must visualize and address prospective buyers. It must immediately call out...
Get On A First-Name Basis
Personalization increases response. These three simple words may strike terror in the heart of the marketing or production manager who has little or no...
The Hill Doesn't Buy DMers' Pitch
During two recent Capitol Hill hearings, direct marketers who make their living via effective communication failed to get a simple message across to legislators....
Retirement Services Firm Gets Personal
One of the simplest segmentation schemes around has helped Financial Engines Inc. reach new customers. Those targeted for the Palo Alto, CA firm's retirement...
letters to the editor
AMERICANS' POOR ENGLISH It surprises me that folks such as Mark Ragan who presumably work with many foreign countries and nationals are questioning the...
Start a Dialogue
Here's a true story: A national retailer tested a multicity loyalty program aimed at some of its most valuable customers. For hitting specific spending...
No-Frills B-to-B Co-op Debuts
A no-frills cut-rate co-op mail program for small businesses began last month with a minimum annual revenue target of $2 million. Image Publishing LLC's...
Going Global
Ask reps from any global company and they'll tell you they rely on their entire organization from run-of-the-mill back office processing, to sales and...
E-mailings Boost Boston Dry Cleaner's Business
One of the pleasures of owning a local business is the feeling that it's an integral part of customers' lives, as important to their daily routine as...
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