Strategies and Solutions for Profitable Direct Marketing
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E-Mail : Think About Your Rep
February 2010 From Target Marketing
As dutiful marketers, we pay close attention to our delivery results and identify e-mail marketing campaigns with lower than expected opens and clicks as harbingers of potential delivery issues. But as ISPs tweak their spam filtering techniques, marketers must consider user engagement in addition to the basic precepts of deliverability best practices if they intend on making it to the inbox.
February 2010 From Target Marketing
As dutiful marketers, we pay close attention to our delivery results and identify e-mail marketing campaigns with lower than expected opens and clicks as harbingers of potential delivery issues. But as ISPs tweak their spam filtering techniques, marketers must consider user engagement in addition to the basic precepts of deliverability best practices if they intend on making it to the inbox.
December 2009 From Target Marketing
Is your digital marketing budget perceived as an expense rather than an investment in generating revenue? Are you perceived by chief executives as a money spender or a money maker? In spite of honest efforts, most marketing departments remain ill-equipped to create financial accountability or support enterprisewide goals using digital marketing.
Social Media : The
Social Graph Breaks Free
December 2009 From Target Marketing
Since the rise of online social networks, marketers have recognized the potential for highly targeted marketing presented by popular destinations like Facebook, LinkedIn and Twitter. The loyal users of these sites not only record their interests, passions and extremely accurate demographic details, they also reveal important information about their levels of influence: how many friends they have, who their best friends are and what they share in common.
December 2009 From Target Marketing
Since the rise of online social networks, marketers have recognized the potential for highly targeted marketing presented by popular destinations like Facebook, LinkedIn and Twitter. The loyal users of these sites not only record their interests, passions and extremely accurate demographic details, they also reveal important information about their levels of influence: how many friends they have, who their best friends are and what they share in common.
Editor's Notes : Is That You, John Mackey?
June 2009 From Target Marketing
Two summers ago, Whole Foods CEO John Mackey was exposed for using a pseudonym to post negative comments about rival organic grocer Wild Oats on Yahoo Finance. At the same time, he was gushing about both his business leadership skills and his company’s value. What some chalked up to a bizarre display of self-aggrandizement, others pegged as unethical and possibly illegal behavior given that Whole Foods went on to purchase Wild Oats. The most important of those “others” is the Federal Trade Commission, which now is reviewing its advertising guidelines that relate to endorsements and testimonials.
June 2009 From Target Marketing
Two summers ago, Whole Foods CEO John Mackey was exposed for using a pseudonym to post negative comments about rival organic grocer Wild Oats on Yahoo Finance. At the same time, he was gushing about both his business leadership skills and his company’s value. What some chalked up to a bizarre display of self-aggrandizement, others pegged as unethical and possibly illegal behavior given that Whole Foods went on to purchase Wild Oats. The most important of those “others” is the Federal Trade Commission, which now is reviewing its advertising guidelines that relate to endorsements and testimonials.
Mail Activity Highlights: B-to-B
January 8, 2009 From
The offer is key in all direct mail, and that's especially the case in the B-to-B sector. Businesses are not going to sign up for a service based on great copy alone . . . they want to see an offer that makes sense for their bottom line. They want a "great deal." Many such "deals" were in the mailstream in October, the latest month that's completely integrated into our comprehensive Who's Mailing What! Archive.
January 8, 2009 From
The offer is key in all direct mail, and that's especially the case in the B-to-B sector. Businesses are not going to sign up for a service based on great copy alone . . . they want to see an offer that makes sense for their bottom line. They want a "great deal." Many such "deals" were in the mailstream in October, the latest month that's completely integrated into our comprehensive Who's Mailing What! Archive.
Famous Last Words : Harvard's Tat Masters
December 2008 From Target Marketing
In the second presidential debate in October in Nashville, Tenn., amid the financial collapse, Tom Brokaw asked the candidates who they might pick as secretary of the Treasury. My choice for Treasury secretary: Robert S. Kaplan, professor of management practice at Harvard Business School and a former vice chairman at Goldman Sachs. Who?
December 2008 From Target Marketing
In the second presidential debate in October in Nashville, Tenn., amid the financial collapse, Tom Brokaw asked the candidates who they might pick as secretary of the Treasury. My choice for Treasury secretary: Robert S. Kaplan, professor of management practice at Harvard Business School and a former vice chairman at Goldman Sachs. Who?
5 Factors for Measuring Your E-mail Reputation
October 1, 2008 From Tipline
In its recent whitepaper, Your Reputation Holds the Key to Deliverability, New York-based e-mail services company Return Path argues that e-mail reputation is becoming all about the numbers, meaning that the ISPs' fight against spam is moving away from e-mail content and toward data-driven examinations of commercial e-mailers.
October 1, 2008 From Tipline
In its recent whitepaper, Your Reputation Holds the Key to Deliverability, New York-based e-mail services company Return Path argues that e-mail reputation is becoming all about the numbers, meaning that the ISPs' fight against spam is moving away from e-mail content and toward data-driven examinations of commercial e-mailers.
Wine Enthusiast’s Glenn Edelman on Multichannel Order Tracking
August 20, 2008 From Tipline
As the number of marketing and media channels continues to widen, so does the variety of paths customers travel down to place orders. Glenn Edelman, senior director of online marketing and merchandising at Wine Enthusiast, the Elmsford, N.Y.-based multichannel seller of wine accessories and cellars, likes to say that someone could receive his company's catalog in the mail on Monday; google the company on Tuesday, click on a paid search ad and sign-up for Wine Enthusiast's e-mail newsletter; and then receive an e-mail on Wednesday that prompts a clickthrough and an order that same day. In his opinion, all four channels-catalog, search, e-mail and the Web-deserve credit for this order.To learn how Wine Enthusiast tracks orders to give credit where it's due, we talked to Edelman about matchbacks, call centers and order audits.
August 20, 2008 From Tipline
As the number of marketing and media channels continues to widen, so does the variety of paths customers travel down to place orders. Glenn Edelman, senior director of online marketing and merchandising at Wine Enthusiast, the Elmsford, N.Y.-based multichannel seller of wine accessories and cellars, likes to say that someone could receive his company's catalog in the mail on Monday; google the company on Tuesday, click on a paid search ad and sign-up for Wine Enthusiast's e-mail newsletter; and then receive an e-mail on Wednesday that prompts a clickthrough and an order that same day. In his opinion, all four channels-catalog, search, e-mail and the Web-deserve credit for this order.To learn how Wine Enthusiast tracks orders to give credit where it's due, we talked to Edelman about matchbacks, call centers and order audits.
4 E-mail Marketing Trends Taking Shape
July 2008 From Tipline
As Tom Goosmann, chief creative officer of New York-based agency True North Inc., said in his luncheon keynote address at this year’s DM Days New York Conference & Expo, two years ago some marketers didn’t know a “MyFace” from a “Spacebook.” Now, more marketers are busy Twittering away while they digg, del.ici.ous and reddit press releases, articles and blogs to add to their companies’ e-mail marketing and e-commerce efforts. And as the online environment continues to shift shape, the e-mail channel is expected to evolve to better serve consumers’ and business professionals’ interaction preferences. With inbox advertising avoidance on the rise, experts predict that
July 2008 From Tipline
As Tom Goosmann, chief creative officer of New York-based agency True North Inc., said in his luncheon keynote address at this year’s DM Days New York Conference & Expo, two years ago some marketers didn’t know a “MyFace” from a “Spacebook.” Now, more marketers are busy Twittering away while they digg, del.ici.ous and reddit press releases, articles and blogs to add to their companies’ e-mail marketing and e-commerce efforts. And as the online environment continues to shift shape, the e-mail channel is expected to evolve to better serve consumers’ and business professionals’ interaction preferences. With inbox advertising avoidance on the rise, experts predict that
Search Engine Optimization/Search Engine Marketing
July 2008 From Denny Hatch's Business Common Sense
Back in the ‘90s, when I was editor of Target Marketing, this strange thing called the Internet turned up on my radar screen. I did not understand it. In fact, nobody understood it. For one thing, with the dial-up modem, downloading was s-l-o-w. Investors fell in love with it and pumped billions of dollars into startup companies that promised to capture millions of “eyeballs,” and a large percentage of those eyeballs would turn into paying customers or cause advertisers to spend money. “The only bank that takes eyeballs,” Bill Bonner, brilliant founder and proprietor of the sprawling Agora Publishing empire, told me, “is the
July 2008 From Denny Hatch's Business Common Sense
Back in the ‘90s, when I was editor of Target Marketing, this strange thing called the Internet turned up on my radar screen. I did not understand it. In fact, nobody understood it. For one thing, with the dial-up modem, downloading was s-l-o-w. Investors fell in love with it and pumped billions of dollars into startup companies that promised to capture millions of “eyeballs,” and a large percentage of those eyeballs would turn into paying customers or cause advertisers to spend money. “The only bank that takes eyeballs,” Bill Bonner, brilliant founder and proprietor of the sprawling Agora Publishing empire, told me, “is the
