Create a Community
These days there's a social networking Web site for just about every interest group from green living and activism (Care2) to dating and even flirting...
Talk It Up
Any direct marketer worth his or her M.B.A. knows the importance of identifying a company's best customers — and keeping them happy. Since it can cost five to 10 times as much to acquire a new customer as it does to retain a current one, it's logical that DMers have to do everything in their power to recognize, reward and build long-term relationships with their top-tier clients....
An Underserved Market
Around 40% of those classified as “emerging Hispanics” (those over age 21 with annual household incomes below $40,000) sign up for them, compared with 60% of the general population, according to a new study from loyalty marketing firm Colloquy....
HAVE FAITH
Everybody wants to believe in something, and Church Initiative found the light online. The marketer of materials for crisis support groups is using the Web to promote its ministry and help its customers help each other....
Can a Mailer Find True Happiness?
Direct mailers have been searching for even a shred of contentment since the most recent postal increase. It may be too much to think that the postal rate cloud has a silver lining. But, like a child's security blanket, it could at least be flannel. In other words, there's hope....
E-mail Delivers
Speak to e-mail marketers for any length of time about their craft, and sooner or later the topic of deliverability will come up. This year's e-mail roundtable was no exception as four top e-mailers outlined what they see as having the biggest impact on the industry in the last year and going into 2008....
Pitching the Crescent City
A multichannel effort by Smithsonian magazine and the Louisiana Department of Culture, Recreation and Tourism was set to lure thousands of travelers to...
How Not to Deal With ISPs
Online political group Truthout.org cried foul recently after Hotmail and AOL blocked its e-mail. At the same time, Yahoo! apparently has been shunting...
Listline
NEW LISTS Meritline Technology Buyers Media supply company Meritline has a list of 317,786 customers from the last 12 months. A typical sale was $72 for...
How to Keep Your Edge
Here are six keys to staying competitive in search: Check your search positions often and use paid search to improve search performance. Optimize, optimize,...
Model Behavior
Want to drive higher responses and find a wealth of viable prospects in your database? You'll have to brave a bit of math. That is, you must segment your file and apply predictive models to it. And that's a complex task. Above all, you have to know what models can and can't do....
The Online Gate Is Open
Let's say you're a midsize company in an industry dominated by giants and you want to play with the big boys. They're big for a reason established brands,...
Pro-Choice
The theme of John Greco's opening address at DMA07 last month was choice for consumers. Good topic. But it did give rise to a heretical thought: Maybe...
Telereps, Save Your Breath
In any sales or service situation it's critical to listen, diagnose and encourage prospects to elaborate before persuading. One way to do this in telesales is to ask open-ended, consultative questions....
Who Needs Needs?
I'm looking at a mailing from a company that sells vitamins and supplements. The key copy: Scientifically formulated for all your nutrition needs. Ugh....
Delta Ad Is Witty But Pointless
One of the most common errors I encounter in ads that seem to need makeovers is a reluctance to accept that the largest word in the ad is the headline...
Sox in Mouth
Baseball's 2007 World Series champions likely will have been crowned by the time you read this. Will the Boston Red Sox be the kings of the sandlot, or...
Relevancy vs. Creativity
Is relevancy really more important than creativity? It's hard to prove. But now there's TiVo StopWatch, a new way of measuring minute-by-minute television...
Buyer's Guide
Technology and accountability. Not surprisingly, these are two of the top direct marketing media trends for the coming year. Direct recently talked with Michelle Saperstein, vice president and group media director at Draftfcb, to get her thoughts on the DM media landscape....
We'll Get That for You
Going overseas and don't want to burden your neighbors to bring in the post — or miss any important mail? Earth Class Mail may be the solution....
An Underserved Market
OK, we know it's a stereotype: Hispanics are loyal to their families. But not all are loyal to brands — at least not judging from their involvement in loyalty programs....
International Flair
Everyone knows that a culturally diverse workplace is seen as a positive thing. And we also know successful businesses are better at understanding and connecting with their customers. You may not have thought about the connection between these two key ideas, but they are intrinsically linked....
Rolling Strikes
Brunswick Bowling and Billiards has turned an offer of an hour of free bowling in return for e-mail contact information into a database of almost half a million e-mail addresses....
MORE, MORE, MORE
Direct talked recently with executives at some of the industry's top agencies to get their thoughts on the agency's role in today's marketing environment and what they felt were their clients' top priorities....
Doing Their Homework
Did we intentionally create a diverse workplace at The Marketing Store to be more effective in delivering results for our clients? Honestly, no. But we've been fortunate to observe the richness, value — and indeed, business results — that our diversity has created....
«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 Next»
