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May 2008 Issue

TM 0508 Cover
Nuts & Bolts - 5-Minute Interview : E-mail Appending Examined
As marketers develop creative ways to maximize ROI using existing customer lists to help offset increased postage and paper costs, e-mail appending offers a solution. Focusing on the quality, not the quantity, of your e-mail append can help make the...
Nuts & Bolts - Eye on Privacy : List Hygiene: Your Smartest Move
Can there be targeted marketing without accurate information? I say no. From e-mail to direct mail, the need for sound list hygiene practices is not only ever-present, but ever-increasing. Why? For me, it comes down to the belief that a...
Nuts & Bolts: SEO : Universal Search: Blend and Serve
The arrival of universal search­—which combines text, image, video, stock quote, news, local and other types of search categories into one results session­—has shaken up some of the best practices for getting visibility through search engine optimization campaigns....
Direct Mail Strategy : Rev Up Your Response
While I’m not an advocate of adding extraneous elements to mailings for the sake of being clever, I’ve learned to appreciate the response-generating value of bells and whistles, gadgets, and gizmos when used appropriately....
Direct Selling : Creative Makeovers
It seems that every three to four years, a flurry of activity occurs within a marketing department, and you hear the battle cry for a creative makeover. Dutifully, creative directors present the battle plan based on what someone from the...
E-Commerce Link : Humanizing the Web
As the playing field levels for online retailers in terms of basic transactional capabilities—e.g., fast checkout processes, accurate shipping calculators, e-mail order confirmations—how can we increase sales and build competitive advantage in the years ahead?...
Cover Story : Tried & Tested
Establishing a brand image that is fluid, one that can flex to move with the marketplace and "that consumers can adapt to their own individuality," according to fashion icon Ralph Lauren, is a worthy goal for any marketer....
Direct Mail : Energize Your Offer
If you want to improve results for your promotions, your offer is one of the first places you should look to make changes. Offers are central to direct marketing. Strip away the techniques, formats and tactics, and you’re left with...
E-commerce : The New Landing Page
A few years ago, many of us in the interactive marketing field were predicting the “death of the homepage” or “Google is the new homepage.” About that time, some of us started touting widgets as the next big thing without...
Market Focus - Foodies : Money Rumblings
Sure, we all like food. We all enjoy a Sunday pancake breakfast or a glass of red wine with a bit of chocolate. But foodies are a whole class unto themselves. They can tell you what grade of syrup is...
Famous Last Words : Say Thank You!
When I was running this magazine, readers would call or write me for advice. One of the most irritating questions was: “What is the optimum number of times in a year to contact my customers?” My answer: “When you have...