A focus on recipient data and preferences allows HP, the largest IT company in the world, to surround its millions of subscribers—be they customers, prospects or just the curious—with email messaging they're happy to open and buy from....
Current Features
Marketers tend to think of social media as a channel in-and-of-itself—a way to engage, interact and dialogue. But what every marketer should know is each social network or platform has its own requirements. Social is not "done" by creating some...
As marketers have parted ways with older response mechanisms like business reply cards in favor of landing pages and PURLs, the industry is once again eager to experiment and embrace the newest tactic to drive response rates—QR Codes. True to...
Current Columns
"Big Data" is a buzz word these days. More importantly, under the hood there has been new data emerging from so many sources we are all scrambling to keep up. As new media channels have been born during the past...
The user experience (UX) community is slowly starting to realize that designing for usability alone is no longer enough to gain consumer loyalty. Human Factors International, a company specializing in user-centered design, has coined the term "PET design" and has...
As a workshop leader and teacher of compulsory English composition to college freshmen at 7:30 in the morning, I've learned that for every question people ask, many questions go unasked. And unanswered. And not having these answers can affect success,...
Current Departments
According to our 2012 Media Usage Forecast, 96 percent of our readers market through email and most of you are increasing budget for it. This month's cover story will show you some great things Daryl Nielson and his team are...
When Ben Jackson took the position with Voices.com in 2009, the marketplace for professional voice-over talent was still sending out batch-and-blast email campaigns to convert guest members who had free accounts to paid membership. Something had to change, knew Jackson,...
If you were your company's customer, would your loyalty program keep the romance going? "You should constantly assess your relationships and determine how to make them stronger, assuming you're more interested in a long-term relationship than a one-night stand," advises...
The ideal approach to social media marketing performance assessment can be summarized in the following five steps:...
If you aren't a part of the healthcare industry, you may be only vaguely familiar with these laws. The Health Insurance Portability and Accountability Act (HIPAA) was passed in 1996, and the Privacy and Security Rules that resulted from this...
Jay Leno once described his personal business model in six words: "Write joke. Tell joke. Get check." The two key words: "Get check." When Peggy and I ran the
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