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March 8, 2010 From Industry Centers
Have you ever taken the time to calculate the lifetime value of an e-mail subscriber? To do so costs you almost nothing, but the knowledge can be of great value to you, particularly when it comes to determining how much to invest in e-mail subscriber acquisition. To explain this, let's start by comparing the value of postal addresses and e-mail addresses. The cost to rent an individual's postal address is between four cents and 15 cents; however, to rent the same individual's e-mail address can cost 10 times that amount.
October 2009 From Target Marketing
Pegg Nadler loves the unknown. Where others see challenges, she sees opportunities. Where others fear change, she fears boredom. These are some of the qualities that have driven her 30-year direct marketing career, the bulk of which she's spent advancing database marketing operations at commercial and nonprofit organizations and giving back to the direct marketing community. And they're why she's Target Marketing magazine's Direct Marketer of the Year.
5 Things Marketers Should Know About Spam Filters
June 10, 2009 From Tipline
Sometimes context means everything. Especially when an e-mail contains "XXX." So while Super Bowl fans may have found messages from the National Football League innocuous, spam filters did not. The filters didn't bother to understand the concept of Roman numerals that counted out the games between 30 and 39. So e-mail experts did, and here they provide more tips for marketers in similar fixes.
June 10, 2009 From Tipline
Sometimes context means everything. Especially when an e-mail contains "XXX." So while Super Bowl fans may have found messages from the National Football League innocuous, spam filters did not. The filters didn't bother to understand the concept of Roman numerals that counted out the games between 30 and 39. So e-mail experts did, and here they provide more tips for marketers in similar fixes.
April 2009 From Target Marketing
So House Beautiful and Popular Mechanics don’t have much in common other than their parent company, Hearst Magazines of New York, right? Well, no. As it turns out, readers of both magazines—as well as other Hearst titles, including Country Living and Good Housekeeping—are interested in being environmentally conscious if it’s affordable. So Hearst targeted each magazine’s subscribers in a six-part “Earth Month” e-mail campaign. Recipients responded by heading to Hearst’s TheDailyGreen.com in droves. There, House Beautiful readers could learn how to save on organic food while Popular Mechanics subscribers could research the “10 Most Fuel-Efficient 2008 Vehicles.” Meanwhile, the print magazine subscribers were helping drive traffic on the “green Web site for regular people” by clicking through and accounting for 25 percent of TheDailyGreen.com’s April 2008 traffic.
March 11, 2009 From Tipline
Once you have built an opt-in e-mail subscriber database, the next steps are where the work really begins. First, you must ensure a steady flow of additional valid e-mail addresses to make up for those that dissolve over time. Second, you need to communicate frequently with customers in relevant ways in order to build long-term relationships. But how do you measure the value of your opt-in e-mail addresses and ensure that you deliver relevant communications?
The New CAN-SPAM Rule Provisions: What’s an E-mail Marketer to Do?
June 2008 From Tipline
Recently the Federal Trade Commission (FTC) finalized several issues that had been left on the table when the CAN-SPAM Act originally took effect on Jan. 1, 2004. The immediate question, of course, is, “How will these new rulings affect my current programs?” For conscientious, permission-based e-mail marketers, the answer is “very little.” That’s good news, although you should still take the time to carefully review the new rulings with your legal counsel. You can’t be too cautious when it comes to CAN-SPAM compliance. In the meantime, here are a few things you need to know about the new edicts and advice on
June 2008 From Tipline
Recently the Federal Trade Commission (FTC) finalized several issues that had been left on the table when the CAN-SPAM Act originally took effect on Jan. 1, 2004. The immediate question, of course, is, “How will these new rulings affect my current programs?” For conscientious, permission-based e-mail marketers, the answer is “very little.” That’s good news, although you should still take the time to carefully review the new rulings with your legal counsel. You can’t be too cautious when it comes to CAN-SPAM compliance. In the meantime, here are a few things you need to know about the new edicts and advice on
5 Ways E-mail Marketers Can Build Lasting Relationships
March 2008 From Tipline
Today’s consumers are looking for value in relationships with their favorite brands, more than just a discount or a transaction. How can e-mail help you be a better brand? Start by thinking about what you want as a consumer. What are your expectations of your favorite brands? How likely are you to share your vendor recommendations? When are you most likely to respond to special offers? If you don’t know the answers, you should. They translate into five ways e-mail marketers can build lasting relationships. 1.When a customer engages you, she doesn’t want to wait. Be prompt when you respond to a customer, starting
March 2008 From Tipline
Today’s consumers are looking for value in relationships with their favorite brands, more than just a discount or a transaction. How can e-mail help you be a better brand? Start by thinking about what you want as a consumer. What are your expectations of your favorite brands? How likely are you to share your vendor recommendations? When are you most likely to respond to special offers? If you don’t know the answers, you should. They translate into five ways e-mail marketers can build lasting relationships. 1.When a customer engages you, she doesn’t want to wait. Be prompt when you respond to a customer, starting
Nuts & Bolts: Book Club
March 2008 From Target Marketing
In the current telecom market, cable TV companies are offering phone service and broadband, phone companies are offering television, movies and broadband, and electric utilities might jump on the bandwagon, too. Working to stabilize the free-for-all marketing activity behind telecom marketing wars, the competitors are asking, “How can we hold on to our customers?” In his recent book, “Customer Churn Reduction and Retention for Telecoms,” Arthur Middleton Hughes, a pioneer of database marketing, author and VP/solutions architect at data services KnowledgeBase Marketing, applies database marketing logic to the telecom service industry. Hughes answers questions about telecom layoff projections and provides insight into how marketing and
March 2008 From Target Marketing
In the current telecom market, cable TV companies are offering phone service and broadband, phone companies are offering television, movies and broadband, and electric utilities might jump on the bandwagon, too. Working to stabilize the free-for-all marketing activity behind telecom marketing wars, the competitors are asking, “How can we hold on to our customers?” In his recent book, “Customer Churn Reduction and Retention for Telecoms,” Arthur Middleton Hughes, a pioneer of database marketing, author and VP/solutions architect at data services KnowledgeBase Marketing, applies database marketing logic to the telecom service industry. Hughes answers questions about telecom layoff projections and provides insight into how marketing and
Arthur Middleton Hughes To Present What’s Working NOW! Webinar On How To Do Effective Database Marketing
January 2008 From White Papers and Sponsored Content
Columbus, OH: January 9, 2007 - Training and development firm Working NOW! is teaming with Conference Call University and DM2-DecisionMaker to present an online training session on today’s best practices in database marketing. Preeminent database marketing expert Arthur Middleton Hughes will be the instructor. The program will take place on Tuesday, January 22 from 11:30 AM until 1:00 PM EST (17:30 - 19:00 GMT). Hughes, Founder of The Database Marketing Institute, vice president/ Solutions Architect for KnowledgeBase Marketing and author of seven books on database marketing, will present an educational module entitled How To Outgrow and Outprofit Your Competition: 7 “Musts” For Database Marketing Success.
January 2008 From White Papers and Sponsored Content
Columbus, OH: January 9, 2007 - Training and development firm Working NOW! is teaming with Conference Call University and DM2-DecisionMaker to present an online training session on today’s best practices in database marketing. Preeminent database marketing expert Arthur Middleton Hughes will be the instructor. The program will take place on Tuesday, January 22 from 11:30 AM until 1:00 PM EST (17:30 - 19:00 GMT). Hughes, Founder of The Database Marketing Institute, vice president/ Solutions Architect for KnowledgeBase Marketing and author of seven books on database marketing, will present an educational module entitled How To Outgrow and Outprofit Your Competition: 7 “Musts” For Database Marketing Success.
July 2007 From Target Marketing
It’s official: Forrester Research recently announced that e-mail is a blink or two away from achieving universal penetration, with 97 percent of consumers and 94 percent of marketers using the channel. By and large, massive channel adoption by a marketplace is a good thing. But when it comes to best practices in e-mail marketing, experts caution marketers to adjust their thinking if they consider the full 97 percent of the consumer market fair game for their e-mail efforts. “The size of your e-mail file is not as important a measure of the health of your program as the engagement level of the file,” states
