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August 2006 Issue

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List Buying Guide: Be a Good Data Steward
A number of high-profile data security breaches in recent years have been a strong reminder that responsible handling of data goes beyond compliance with existing laws. Data stewardship, says Ben Isaacson, privacy and compliance leader at information solutions firm Experian,...
List Buying Guide: List Spending Spurs List Hygiene
List spending is way up from last year, according to survey results released in mid-July by Teramedia Corp., a multichannel list management and data services firm in Orlando, Fla. Of the 6,435 survey respondents to its List Trends Poll 2006—with...
List Buying Guide: How Does Your Garden Grow?
If you handle any part of your e-mail program in-house, then an audit of your e-mail programs can reveal both the good and the bad—allowing you to take action to eliminate the weed-like practices spoiling your overall garden. Curious as...
Editor’s Notebook: It’s MY Mobile
Ah, Philadelphia in July! The heat index has crossed over the 100 degree mark, humidity is hovering around 80 percent, and I’m just too sluggish to be overly serious in my musings about the industry right now. Instead, please join...
Reach the Inbox
When it comes to e-mail deliverability, there is only one way to ensure success: Build a good reputation. The perception ISPs and other receivers have of the mail sent by your mail servers determines whether or not your e-mail stays...
Data Mining in the 21st Century
With all the advancements in data mining, why do we keep hearing that direct marketers are experiencing declining results? Direct marketing service companies—specifically, the list industry—are at a turning point: Deliver the performance boosts that clients are demanding by leveraging...
Market Focus: Dentists
Check Up on These Medical Professionals For some, a trip to the dentist is fraught with anxiety. In contrast, however, marketers of many stripes should look forward to reaching out to these medical professionals. Entrepreneurial and business savvy, dentists are...
Fast Fact: Tracking SEM ROI
Search engine marketing (SEM) is a booming industry. Paid placement, contextual ads, paid inclusion, search engine optimization and the rest of the SEM suite combined for an estimated $5.75 billion spend in 2005—with paid placement accounting for the largest slice...
Database: Focus on the Future
Today’s data management processes often fail to meet the needs of evolving multitouch, multichannel marketing campaigns. At this summer’s DM Days New York Conference & Expo, Scott Cone, vice president, client group leader for database marketing agency Merkle Inc., discussed...
Nuts & Bolts: Tech Talk
A New Acquisition Tool Donnelley Marketing, an infoUSA company, and provider of proprietary business and consumer databases and sales leads, has launched SalesGenie Pro, a fully-supported, turnkey application for new customer acquisition for Fortune 1000 companies. Internet-based, SalesGenie Pro offers...
Postal Matters: 5-minute Interview with MTAC’s Donald Harle
The rate case proposed in May by the U.S. Postal Service is full of complexities, extending beyond a rate increase to include changes to classifications, definitions, discounts and preparation rules. Between all these adjustments and the ever-looming possibility of postal...
Creative Corner: Words of Wisdom
This May, I flew to New York to attend a memorial for my old friend and international direct marketing expert Al Goodloe, who died in February. Al, a little guy with a gravelly voice, was one of a kind. He...
B-to-B Insight: More Summer Reading
It was with great joy that my wife, Lynne, and I recently moved our eldest daughter, Michelle, to New York City to start her new career in advertising. As soon as she graduated from the University of Southern California with...
Investing in the Future
For years, there has been debate in the nonprofit sector about whether it’s possible to “sell brother-hood like soap,” to quote marketing professor Michael Rothschild, who wrote about the challenges of charitable and social marketing in the late 1970s. In...
E-commerce Link: Rise Above the Fray
Companies today are faced with the daunting task of standing out in crowded customer e-mail inboxes increasingly stuffed with spam, commercial opt-in, business and personal messages. The sad reality is that more than half of the 2.4 billion e-mail messages...
Famous Last Words: Is Grossman’s Math Still Alive?
For years, the coin of the realm for magazine circulation efforts was the double postcard. The advantages of the double postcard over a full-dress package: • It mailed at a special low First Class rate, because if the bottom half...