How do you know if a relationship is going to work? Relationships can thrive if both parties have similar tastes and interests, or because just enough differences exist to keep things interesting. Affinity marketing relationships are just like any other relationship: Companies find common ground, similar values and prospects, and then see what happens next. While affinity partnerships are more common in retail and financial services, daily newspapers, like The Washington Post, have been experimenting with them as well. In its most recent test mailing, the newspaper giant teamed up with home furnishings retailer Bed Bath & Beyond to offer new movers two offers
A new whitepaper, Email Marketing for the Third Screen, by ExactTarget’s Director of Strategic Services Morgan Stewart and E-mail Strategist R.J. Talyor, comments on the growing adoption of mobile e-mail and its impact on e-mail marketing practices. The authors clearly state that mobile e-mail is not a customer’s preferred form of e-mail. Viewing e-mail on a PDA or SmartPhone simply is a matter of convenience for consumers. Mobile e-mail users read rather than write e-mail on their phones and “are primarily interacting with messages they deem urgent, not commercial e-mail,” according to the whitepaper. However, mobile e-mail adoption is growing, so e-mail marketers need
Personalizing your marketing messages can be a great way to connect with prospects. But to be truly effective, personalization must go beyond a person’s name. It must address an individual’s needs, interests and desires. In addition to basic geographic and demographic data, there are myriad other types of data you can use to make your messages more relevant. Here, three experts explain the types of data that can be used to personalize marketing messages and a few ways to use these data to your advantage.
Marketing dashboards have created a buzz in the direct marketing arena, but what exactly can they do and what are the benefits of using them? A marketing dashboard is a specially designed widget, configured to show vital company statistics, updated on a daily, weekly or monthly basis, depending on who the stats are for (executives, managers, statisticians, etc.). Dashboards can help marketers get a better grasp on one of their most important, and often overlooked, direct marketing tools: data. According to Devyani Sadh, CEO of Stamford, Conn.-based Data Square, a business-intelligence solutions provider, “businesses only use 7 percent of their data to make strategic