David Lowndes

David Lowndes
Covering Your Assets: The 4 Best Legal Precautions for Marketers

When you're lying awake at night, going through your mental checklist of job-related worries, is compliance to federal, state and local laws and regulations one that springs immediately to mind? Probably not. But perhaps it should, given the complexity of today's regulatory environment. As the Association of Corporate Counsel points out, there are federal, state and local regulations covering virtually every facet of marketing, including

5 Practices of Successful Multichannel Marketers

As a marketer, one of your biggest challenges is engaging prospects in an increasingly crowded and diverse business environment. Single-channel campaigns are the marketing equivalent of putting all of your eggs in one basket. The smart money's moving to integrated, multichannel campaigns because multiple channels produce better returns.

3 Keys to Saving Money on Your Direct Marketing Communications

What if you could save 30 percent to 40 percent of your total marketing spend and still maintain, or even improve, your current results? It is possible, if you're willing to put some time and thought into optimizing your marketing communications.

3 Keys to Fulfilling Automated Marketing

Although the concept of marketing automation is generating a lot of buzz these days, only about 5 percent of marketers are using full-featured marketing automation solutions, according to Jeff Ernst, a principal analyst at Forrester Research. Further, "Many who do move forward with some form of marketing automation are not ready for it. They're lacking an integrated lead management process, and they don't have the right content to fuel the automated marketing process." he says. Before you apportion a hefty percentage of your budget to purchasing and implementing a marketing automation solution, be sure to consider the following fulfillment-related issues:

Three Steps to Optimize Marketing ROI

By David Lowndes If you're a regular reader of Target Marketing magazine, you already know that communications aimed at specific audiences deliver better results than undifferentiated marketing campaigns. You also know that adding customization and personalization can boost response rates even higher. For example, the average response rate to a typical, nonpersonalized direct mail campaign is about 2 percent. But, according to a study by David Broudy and Professor Frank Romano on variable printing, the addition of personalization to a campaign can increase response time by 34 percent, the value of the first order by 25 percent, repeat orders by 48 percent and overall