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September 2012 Issue

Target Marketing September 2012 cover
Data Driven : Beyond the Data
"Data" has become the darling of the marketing world recently as information technology and database marketing really hit their strides in business. Marketers now know more than ever about their customers and their shopping behavior. We also have extremely...
Editor's Notes : The Money's in the Mail
The death of direct mail is the most exaggerated story in marketing. That jumps out at me every year when we compile the Top 50 Mailers list (with a great deal of help from ALC and additional research through Hoover's...
Famous Last Words : Does Your Email Matter?
Re cently, I had occasion to go into my long-abandoned, never-used (but never canceled) AOL account and discovered 9,321 emails waiting for me. I was appalled. It is unimaginable to me that I never responded to more than 9,000...
B-to-B : Search for Business
Typing a product into a search engine is something consumers do, but it doesn't have a place in serious B-to-B selling, right? The assumption is that, instead of search, B-to-B buyers are more informed (directly or via partnerships), more strategic...
Nuts & Bolts - Case Study : Iron Tribe Fitness Automates Success
Like the arc of a kettlebell swing, Internet prospects were once at the bottom of the lead bucket for Iron Tribe Fitness. This year, that channel managed to swing to the top for the Birmingham, Ala.-based business. In February 2010,...
Web : UX Studies: Who Needs Them?
Marketers often think user experience research only pertains to consumers. While an improved user experience for consumers is the expected outcome, it's not the only objective of a well-organized study. So says "It's Our Research: Getting Stakeholder Buy-in for...
E-commerce Link : Linking in to Sales
I've been using LinkedIn to net leads and sales with great success lately. Contrary to what "the experts" say, the trick is how you think about what you already know works. In fact, getting prospects off of social media is...
Message & Media : Make Your Best Offer
Offers are the secret weapon of direct marketers for generating response. An offer is not just a discount, free shipping or free gift. It's a package of elements that work together to encourage action, differentiate you from the competition, build...
Cover Story : The Top 50 Mailers of 2012
Big companies have ramped up their mailing in 2012. JPMorgan Chase & Co., Sprint/Nextel, Dish Network and Discover Financial Services are all on the list after none of them appeared in 2011 or 2010. In fact, according to our data...
Web : Test Like an Online Olympian
How do you get a testing campaign off and running? Marketing teams are understandably trigger-shy to make changes that might impact a constant revenue stream. It can be intimidating to start changing the content on your website, one of your...