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April 2006 Issue

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B-to-B Insights Powerful Prose, Part 2
By Russell Kern In my B-to-B Insights column in the April issue of Target Marketing, I presented a baker's dozen of copywriting tips that can be leveraged to create response-generating direct marketing campaigns. But I was just getting warmed up,...
B-to-B Insights Powerful Prose
By Russell Kern 13 proven strategies to create high-performing copy. Whether you're using online or offline media channels to drive your direct marketing, copy significantly impacts your results. Direct is about getting prospects to read your message and respond right...
Taking Risks, Increasing Response
By Linda Formichelli Assurity Direct gets creative with mail and models to energize its prospecting. Assurity Life Insurance Co. is a study in innovation, change and risk-taking—from its history to its direct mail program. Innovation: In 1890, Dr. E. O....
Going Mobile
A 5-Minute Interview with Jim Cannella, Nati

Los Angeles-based entertainment company House of Blues Entertainment (HOB) prides itself on being ahead of the curve, both in its mission—to celebrate diversity of cultures and music—and as an enterprise. Home to live music of all genres, the first House...
Content Gets Less Royal
Content, content, content. That's the hot topic these days. As consumers warm to media that allow them to control the flow of information directed at them, it leaves a marketer with the conclusion that the only way to get back...
Special Report - Search Engine Marketing
When companies talk at search conferences about Web site improvements they implemented based on analysis of search users' behavior, they typically throw around increased sales numbers in the millions. These case studies likely represent some of the best results possible,...
FAST FACT
Search engine marketing continues to drive growth in online advertising, reveals research firm Outsell in its recent report, “Annual Ad Spending Study: Where and Why Advertisers Are Moving Online.” The report projects search engine ad spend will grow by 26...
E-MAIL
Unlike other channels—such as direct mail, where delivery is at the mercy of the USPS, or search engine marketing, where your message only renders when someone enters the right keywords—e-mail offers the advantage of being able to control precisely when...
Powerful Prose
Whether you’re using online or offline media channels to drive your direct marketing, copy significantly impacts your results. Direct is about getting prospects to read your message and respond right now. While you strive to build and support your brand...
Lost Opportunity
Banks mystify me. They should be great one-to-one direct marketers, but they’re just not! It’s not only the stilted letter copy printed in mouse type, “my eyes glaze over” offers or the stock photo brochures with more legal disclaimers than...
Create Synergy
E-mail is a wonderful way to reach out to customers and prospects and engage them. But e-mail becomes an even more powerful tool when you find ways to integrate it with all your marketing efforts. The customer is king, and...