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May 2012 Issue

Target Marketing Magazine May 2012 cover image
Editor’s Notes : There Is No ‘Right Way’
According to our 2012 Media Usage Forecast, 96 percent of our readers market through email and most of you are increasing budget for it. This month's cover story will show you some great things Daryl Nielson and his team are...
Social Media : 4 Essential Social Marketing Strategies
Marketers tend to think of social media as a channel in-and-of-itself—a way to engage, interact and dialogue. But what every marketer should know is each social network or platform has its own requirements. Social is not "done" by creating some...
Famous Last Words : Getting Paid
Jay Leno once described his personal business model in six words: "Write joke. Tell joke. Get check." The two key words: "Get check." When Peggy and I ran the WHO'S MAILING WHAT! newsletter and archive service ... Our business model...
Nuts & Bolts - Eye on Privacy : 4 Things All Marketers Need to Know About HIPAA/HITECH
If you aren't a part of the healthcare industry, you may be only vaguely familiar with these laws. The Health Insurance Portability and Accountability Act (HIPAA) was passed in 1996, and the Privacy and Security Rules that resulted from this...
Message & Media : Head of the Class
As a workshop leader and teacher of compulsory English composition to college freshmen at 7:30 in the morning, I've learned that for every question people ask, many questions go unasked. And unanswered. And not having these answers can affect success,...
E-commerce Link : Human by Design
The user experience (UX) community is slowly starting to realize that designing for usability alone is no longer enough to gain consumer loyalty. Human Factors International, a company specializing in user-centered design, has coined the term "PET design" and has...
Data Driven : Playing by the Rules
"Big Data" is a buzzword these days. More importantly, under the hood there have been new data emerging from so many sources, we are all scrambling to keep up. As new media channels have been born during the past decade,...
Nuts & Bolts - Loyalty : 5 Ways to Rekindle the Romance With Your Customers
If you were your company's customer, would your loyalty program keep the romance going? "You should constantly assess your relationships and determine how to make them stronger, assuming you're more interested in a long-term relationship than a one-night stand," advises...
Nuts & Bolts - Case Study : Voices.com Sings Email’s Praises
When Ben Jackson took the position with Voices.com in 2009, the marketplace for professional voice-over talent was still sending out batch-and-blast email campaigns to convert guest members who had free accounts to paid membership. Something had to change, knew Jackson,...
Cover Story : HP's Email at Work
A focus on recipient data and preferences allows HP, the largest IT company in the world, to surround its millions of subscribers—be they customers, prospects or just the curious—with email messaging they're happy to open and buy from....
Mobile & Direct Mail : Decipher the Code
As marketers have parted ways with older response mechanisms like business reply cards in favor of landing pages and PURLs, the industry is once again eager to experiment and embrace the newest tactic to drive response rates—QR Codes. True to...
Nuts & Bolts : Social Arithmetic: 5 Steps to Optimize Social Media Marketing
The challenge for marketers trying to get a handle on social media marketing performance today is to understand what information is crucial to catch and distill in order to gain a thorough understanding of the ongoing performance, and ultimately the...