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March 2007 Issue

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Nuts & Bolts: Global Update
E-mail marketing allows U.S.-based direct marketers to reach their target audience in virtually any country and get almost an immediate response. But, sending a global campaign involves a bit more planning than simply translating your U.S. campaign. U.S. firms using...
Editor’s Notes: No Channel Is Sacred
Having written a couple of editorials in the past that took the general media to task for publishing slanted, incomplete information about direct marketing, I am happy to give credit to two Denver newspapers for doing some homework on direct...
Nuts & Bolts: Case Study
Challenge: Generate incremental sales without expensive promotions. Solution: Send product-specific e-mails to customer segments. Results: Implementation has helped annual sales surpass the $50 million mark. Since its launch in 1999, online jewelry firm ICE.com has been on a mission to...
Nuts & Bolts: B-to-B
While the natural onus of any entrepreneur is to acquire new leads, spending time on borderline or lapsed customers just makes sound business sense. They’re already in your database, they’re familiar with your product, and they’ve demonstrated a willingness to...
Nuts & Bolts: Eye on Privacy
When the Democrats gained control of the House and the Senate, there was speculation about what they might do by way of privacy legislation. On Jan. 5, they introduced HR 1, the “Implementing the 9/11 Commission Recommendations Act of 2007.”...
Nuts & Bolts: Book Club
“In this book, you get dozens of suggestions, strategies, recommendations and rules of thumb with the potential to double or triple your response rates, writes Robert Bly in the introduction to his 2006 book “Bly on Direct Marketing: 258 ways...
E-commerce Link: Commit to True Online Testing
Having squabbles in the conference room about which checkout button is best? Or which product image to feature? Or is the debate about two different offers? Maybe it’s the lifestyle image, or possibly the header copy on your landing page?...
Nuts & Bolts: Global Update
European Internet users have fully made the transition from online window shopping to online buying, according to new research published by the European Interactive Advertising Association (EIAA). The EIAA Mediascope Europe 2006 Study, managed by SPA and conducted by Synovate,...
Digital Print Lives Up to Its Promises
A mere decade ago, digital printing was seen as a luxury buy for direct mailers—used only for ultra short-run campaigns that perhaps didn’t require a high level of output quality. Back then, several barriers stood between the direct marketer and...
Lists: A Little B-to-B Cooperation
Why should you consider B-to-B cooperative databases? Because they reduce the complexity of finding good prospects to mail. There are two kinds of cooperative databases available today: Abacus’ B2B Alliance and Experian’s B2B Base, which are of the membership type,...
Famous Last Words: How to Use Testimonials
I am continually astonished at the number of mailings and ads I see that fail to contain testimonials from delighted customers. Testimonials are a strong lift element in a mailing or ad. Your claims are more believable and prospects feel...
Market Focus: Collectibles Buyers
What makes collectibles buyers so appealing to direct marketers is that they purchase myriad other products besides collectibles, including display cases, insurance, restoration services, alarm systems and software. And they spend money traveling to shows and events. Collecting clubs buy...
Direct Mail: Forget DM Rules
The No. 1 rule for creating a winning envelope: There are no rules. But to create a winning direct mail package, you definitely need a winning envelope. Make no mistake, the envelope is not everything. Ultimately, a winner in the...
Direct Selling: Get More Bang for Your Buck
The merge/purge process is one of the most important data processing functions a direct marketing business undertakes. It’s obvious with rising paper, postage and list costs that there’s never been a more important time to make sure you’re getting the...
Media Usage Forecast 2007
Welcome to Target Marketing’s first Media Usage Forecast, which we plan to turn into a yearly peek at how you and your peers will be divvying up your marketing media dollars to attract prospects and maximize relationships with current customers....
Direct Mail Strategy: What’s in Your Wallet?
What do you carry in your wallet? If it’s like mine, it’s filled with discount devices—gift cards, savings certificates, coupons, and other ink-on-paper reminders of money-saving offers you have good intentions of using. If you’re a direct marketer who sends...