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September 2008 Issue

September Cover
E-Commerce : Design It Right
Despite a challenging economy, online commerce remains a primary driver of growth for businesses. While improved Web site performance is an obvious target for most retailers, the path to achieve this goal is less clear. Online advertising, if successful, will...
Cover Story : The Top 50 Mailers
This past March, in Target Marketing 's Media Usage Forecast 2008, we noted some definite shifts in planned ad spending compared to 2007's breakout. More dollars were being shifted from print channels to online media like search engine optimization and...
Editor's Notes : Mail's Mix & Mingle
This month, Target Marketing publishes the results of our third listing of the foremost mailers by estimated volume-estimated because most companies tend not to disclose their annual mail volumes. Once again, we've joined forces with lists and data firm ALC...
Nuts & Bolts - 5-Minute Interview : Eliminating Dead Ends
For eBags, the Denver-based online retailer of purses, luggage, and other types of bags and accessories, on-site search is mission-critical to improving conversions. How do you narrow that down from 36,000 to five or 10 and eventually that one perfect...
Nuts & Bolts - CRM : Leading Marketers Solicit More Feedback
Companies that pay more than lip service to soliciting and acting on customer feedback reap rewards that their trailing competitors can’t hope to match via other avenues. According to a June 2008 report from information technology research firm Aberdeen Group,...
Direct Selling : Testing Makes Perfect
Direct marketing 101, lesson one: Test the big things first. And few things are bigger than creative formats. But you don't want to test new formats solely on principle. Author Stephen R. Covey said it best in his book "The...
Market Focus - Expectant Parents : Tap Into the Baby Boom
According to a 2007 report by the Centers for Disease Control and Prevention's (CDC) National Center for Health Statistics, there were approximately 4.3 million births in the United States in 2006 (the latest year available for such data). This is...
Direct Mail Strategy : To Mail or Not to Mail
With all the interactive and newly emerging media that's available to direct marketers, many of you may wonder if and when you should still use direct mail. While media choices continue to grow, when used appropriately, direct mail remains a...
Famous Last Words : Going to the Advance Renewal National Bank
As a freelance copywriter, I cut my teeth in the magazine circulation world, creating direct mail packages as well as renewal and billing series. When my wife, Peggy, and I started the newsletter, WHO'S MAILING WHAT! , I did for...
Database : Model Behavior
If you're not deeply trained in statistics or math, how do you know a good marketing analytics model from a poor one? It's more than an idle question. The difference could mean meeting your goals or not, or having to...
E-commerce Link : Convergence Culture
Brand manager? Direct marketer? PR professional? Which of these are you? If you're in marketing today, you're all of these people and more. The new marketing ecosystem is forcing marketers of all trades to look beyond their specific marketing disciplines...
Nuts & Bolts : Tech Talk
E-mail service provider Silverpop , located in Atlanta, now offers dashboard reporting in its Vtrenz solution. Vtrenz is a B-to-B lead management platform that gives marketers a clear view into leads at all stages of the lead-to-sales funnel. With the...