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October 2012 Issue

Target Marketing magazine October 2012 cover
Editor's Notes : 'Tis the Season
October is the start of an important time in this industry. Holiday marketing campaigns are getting under way, and I'm sure many of our readers are counting on those to turn their balance sheets around. There are some good signs....
Nuts & Bolts - Case Study : CheapAir Customers Stay on Board With Email
Ahead of its time, CheapAir switched from being a phone-to-FedEx travel service to an entirely online entity in 2001. Although Orbitz joined the Web ranks that year—and Expedia and Travelocity had already been there since the late '90s—most travelers were...
Nuts & Bolts - Marketer's Bookshelf : The Impact Equation, Pinterest Power and Emarketing Excellence
Check out the marketing titles publishing in October, November and December from Portfolio Hardcover, McGraw-Hill and Routledge. ...
E-commerce Link : Back to School
Most readers of this magazine understand the basics of email analysis, but I think it's always important to do some "refresher courses" to stay on top of the email game. Let's review the ABCs briefly and then move on to...
Cover Story : Direct Marketer of the Year: Marisa Anne Edmund
At age 7, Marisa Anne Edmund was already an experienced direct mailer. Wearing roller skates while packing boxes of expensive optical components, she'd already started her career at her family's Barrington, N.J.-based optics, imaging and photonics technology company, Edmund Optics...
SEO : Sexy and You Know It
Have you been trying to seduce Google into giving your Web pages a number one spot—but Google keeps spurning your advances? There could be a good reason for that. You could be trying to "dress up" your content too much,...
Nuts & Bolts - Email : Engagement Matters
In 2006, ISPs started to rethink how they evaluated inbound email. AOL, Gmail, Microsoft and Yahoo! began to realize the old approach of counting complaints and hard bounces was a poor way to identify spammers. The truth was spammers found...
Postal : Navigating the New USPS
For direct mail to continue to be a profitable marketing channel, businesses and organizations must identify the most cost effective solutions for their marketing programs in light of this coming USPS transformation. Getting up to speed on these regulations and...
B-to-B Insights : The Death of the BRC
When I was starting out in marketing in the late 1970s, the standard response device in direct marketing was the business reply card (BRC). With the advent of PURLs (personalized URLs), use of the BRC declined dramatically. Many argued that...
Email/Database : Special Opts
In the digital marketing world, the unsubscribe link can be the most critical part of an email—even to veteran senders. Every time you send, you could lose a potential customer. There are many reasons for this, but the good news...
Brand Matters : Get Sticky
Sometimes you just can't beat low tech. Yes, there are many ways my high-tech laptop, smartphone and tablet with all those apps make my life easier and more efficient, but it is the simple and humble and happy yellow Post-it...
Famous Last Words : The Publishing Craps Game
On Nov. 22, 1963, consultant Paul Goldberg—with a huge mailing for Consumer Reports going out across the country—was having lunch with two colleagues at the Café Carlyle in New York. The maître d' came over to the table to report...
Nuts & Bolts - Eye on Privacy : Can We Walk the Talk of Self-Regulation?
As we look toward the end of 2012, one of the more troubling issues facing marketers is the focus the Federal Trade Commission (FTC), Congress and the media are putting on data brokers. While marketers are only one segment of...