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July 2006 Issue

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How Good Is Your Customer Service?
What’s the state of customer service in America? Given all the attention this topic generates in a consumer-driven marketplace, you probably don’t need to read the following statistics—but to make a point, we’re going to tell you anyway. Consider that:...
Direct Mail Strategy: Ready, Set, Action!
What makes direct response advertising different from general advertising? One word sums it up: response. No matter what type of direct marketing media you use to target your customers and prospects, your primary objective is to generate response—immediate or delayed,...
E-commerce Link: Wake Them Up!
Does it surprise you that a substantial portion of your e-mail list is inactive? If you’re like most marketers, you’ll find between 25 percent and 40 percent of your list is not opening or clicking through on your messages. This...
Catalog and Direct Selling: Sell a Concept
Selling items to customers is a craft most direct marketers understand. It’s about selling key benefits with an alluring presentation that resonates with a target audience. But anyone can sell a product. Great direct marketers understand that selling an item,...
Beat the Price Creep
The industry has witnessed much discussion and hand-wringing lately over the fact that the average cost per click (CPC) in the major pay-per-click (PPC) programs steadily has been increasing. This increase squeezes the return on investment (ROI) of the program...
Famous Last Words: A Business Proposition
Living in Stamford, Conn., for 20 years with no professional teams nearby, my wife, Peggy, and I were not sports fans. When we moved to Philadelphia in 1992, we became rabid Eagles fans and never miss a game—on television, since...
Lights Out Creative
Don’t think of inserts as slips of paper. Rather, to get the right creative vibe, you need to imagine your insert as a snack-size bag of potato chips, a candy bar or a pack of gum. This might sound weird,...
Editor’s Notebook: Multichannel Service
Earlier this summer I completed my second tour of duty as a judge for the Direct Marketing Association’s ECHO Awards. This year, I got to take part in the first round of entry evaluation, which determines those direct marketing campaigns...
Book Club: Welcome to Mobile Marketing
Mobile marketing is a relatively new concept for U.S. consumers and marketers alike. So much so, that you may not really have a handle on how this burgeoning channel works or what it can add to your marketing mix. And...
Hybrid E-mail
B-to-B marketers know all too well that their e-mail open rates are on the decline. The problem, at least in part, says Jay Schwedelson, corporate vice president of Boca Raton, Fla.-based direct and interactive marketing services provider Worldata, is that...
A Fashion-forward Web Fix for Intermix
Challenge: Increase the functionality and boost revenue on a fashion retailer’s Web site Solution: Redesign Web site for greater operational ease and better customer service using a hosted e-commerce platform Result: Increase in visitor traffic and online sales In the...
Eye on Privacy: Third Parties and the Question of Agency
It’s becoming more common for marketers to contract with a number of third parties to send their marketing e-mails, display their online ads or make consumers aware of their products. Marketing channels can be vast and, for all but the...
Market Focus: Homemakers
Selling to the Home Front The typical image of today’s woman often revolves around a go-getter trying to balance career and home, or a professional climbing the corporate ladder. However, there are as many as 5.6 million women in the...