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April 2009 Issue

Target Marketing April 2009 cover
Editor's Note : USPS in a Pickle Again
Two years after headline-making postal reform, here we go again. The U.S. Postal Service witnessed a headline-making drop of 9.5 billion mail pieces in fiscal year 2008, which contributed to a net loss of $2.8 billion. But having to pay...
Nuts & Bolts - Five-Minute Interview : These Boots Are Made for Walkin'
Shoes can be a consumer tax deduction, right? OK, maybe not. But Zappos.com has other contingency plans for the endurance run through this beleaguered economy....
Nuts & Bolts - Lead Management : Best-in-Class Marketers Focus on Multiple Lead-Nurturing Campaigns
If direct marketers want to weather the current economic downturn, they need to create multiple, relevant lead-nurturing campaigns. According to a November 2008 report from Aberdeen Group, only 16 percent of the total leads deemed as “sales opportunities” close, leaving...
Famous Last Words : Dumb It Down!
People love talking about themselves. Many years ago, I had a client who mailed consumer surveys, which were happily filled out and returned by the zillions. All kinds of questions were asked: on toothpaste, leisure activities, travel, vehicle ownership, hobbies...
Brand Matters : Think Sideways
It’s time to get out. Out of your cubicle. Out of your home office. Out of your company’s groupthink. Out of your industry’s bigger groupthink. Just get out. It’s time to get sideways. You’ll be amazed at what a little...
E-commerce Link : Does Your List Measure Up?
As direct marketers, you know “the devil is in the details.” Being able to drill down on results is important to determine future strategies. Then you can fine-tune your results, target better and reap the rewards....
B-to-B Insights : Rational vs. Emotional
There are two schools of thought concerning marketing to business and technical buyers.The first school says, “Copy should be as short as possible, direct and to the point. Bulleted lists are better than sentences and paragraphs. Don’t do any selling....
Cover Story : Subscribing to Hearst's E-mail Philosophy
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...
Fulfillment : Your Data Holds the Key
It’s a pretty simple formula: Drive customers from high-cost channels like call centers into a low-cost channel like your Web site and save money. You likely will lower the cost to serve, give customers what they want and create a...
SEO : Update Your Virtual Mullet
Tom Chu and Dominic Leung, owners of Luster Forever, found themselves in need of an extreme search engine optimization content strategy makeover. The partners launched their jewelry Web site in July 2008. Chu, previous owner of another successful site, eAutoWorks.com,...