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June 2006 Issue

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Multichannel Testing
From our days as neophyte direct response marketers, we have heard the mantra: “Test, test, test. And when you’ve done that, test some more.” The reality is there’s no substitute for well-planned and carefully executed testing to move your brand’s...
Creative Corner: Build Your Ark
A couple of months ago, two engineers dropped by our office to talk about a lead generation program for their consultancy business. “Things are slow,” said one of them, “and we might have to lay off some of our staff.”...
Famous Last Words: Of Underwear, Aspirin and MBAs
Promotional copy I did not write: “As the kick-off to NEDMA ’06, at the much heralded Direct Marketer of the Year Awards Banquet on June 14, we will be graced by the presence of none other than legendary direct mail...
B-to-B Insights: Test Your Way to Success
As direct specialists, we are a lucky group of marketers. Unlike the bulk of our brand-building brethren, we actually can measure what works and what doesn’t. Our ability to do this, however, is a mixed blessing. For, as frequently as...
E-commerce Link: Mutual Benefit
Would you like other non-competitive marketers to drive highly qualified traffic to your Web site at little to no cost? Are you interested in exchanging customer eyeballs with businesses whose products complement yours? Would you like to grow your online...
Global Update: Getting Paid Online
The industry’s come a long way since merchants first began to use the Internet to sell products to a global audience. Once upon a time, credit cards were the only possible way to accept payment via the Internet. A host...
Five-minute Interview with Beliefnet’s Yunki Kim
Co-registration’s Balancing Act For Beliefnet, an interfaith online media firm, e-mail co-registration—i.e., piggybacking your offer on another company’s registration process—has played a notable role in growing its base of 8 million subscribers with 13 million e-newsletter subscriptions across 22 titles....
Fast Facts: Inbox Influx
“Perception is reality. Consumers define ‘spam’ as anything they don’t find interesting. That includes permission e-mail from companies they do business with,” writes Return Path in its 2006 whitepaper, E-mail Again Key to Holiday Purchases. This is an important point...
Never too Small to Test
Just because your database isn’t in the millions and your budget isn’t the size of Dell’s, that doesn’t mean you can’t test. But if your housefile is only 25,000 names and your usual mailings are no more than 35,000 pieces,...
To Each His Own E-mail
In old direct marketing parlance, marketers asked, “East or west of the Mississippi?” This was how they segmented customers and prospects. Segmentation by demographics is important, but in today’s landscape, marketers have to do much more in terms of understanding...
Market Focus: School Administrators
Marketing That Takes Smarts School is a time for growth, for expanding one’s horizons, learning to work with others and gaining knowledge. Often, it’s a complicated place, full of challenges and rules, but ultimately a rewarding experience that stays with...
Book Club: Elevate Your CRM
It’s no secret that customer relationship management has left many a marketer disillusioned. However, leveraging customer data to build customer value and loyalty still is a desirable goal and, ultimately, the way to grow revenue. In his new book, “One...
Driving Performance
When shopping for a new car, the choices are infinite: Nissan or Honda? Accord or Civic? Atomic Blue or Galaxy Gray? And don’t forget about all those extended warranties and factory options. The number of unique combinations, not to mention...
Production and Paper Special Report: Cycling Through Your Options
Consumers have become increasingly concerned about the environmental impact of the companies from whom they buy, and the direct mail delivered to their doorstep is a conspicuous reminder of paper consumption. Fortunately, finding a suitable paper that contains post-consumer waste...
Production and Paper Special Report: Get Smart About Print
Today, the word technology most often is used to refer to online innovations. In the search engine marketing sector, in particular, new solutions are rolled out almost monthly—if not weekly. By comparison, “most of what’s happening in direct mail printing...
It Takes Two
During the process of editing, writing and proofing articles for this issue, one message kept creeping up in many of the stories: A good business partnership leverages the knowledge of all parties for results that can be nothing short of...
Production and Paper Special Report: Success From Any Angle
About five years ago, Eric Bright first saw the Flapper™, a dimensional mail piece that unfolds and re-folds to present four different messaging panels. While Bright, senior director of consumer marketing at Franklin Covey, a provider of effectiveness training, productivity...