Email List Building: 5 Tips to Build an Effective File
January 7, 2013

For any marketer, building a successful prospecting list is a top priority. But as you tweak your direct mail list tests, also take a closer look at your organization's email house file to ensure it contains the cleanest data and highest quality potential supporters. Below are some considerations for building a clean and well-engaged email file.

5 Tips to Create a Successful Mailing List
December 6, 2012

Who do you imagine responding to your offer? A great way to start is by studying your current customers. New customers will likely be similar to the people who currently do business with you. Identify your best customers: Look at your own records—sales slips, invoices, delivery information. These tell you who your customers are, what they buy, how often they shop and how much they spend. Look for the people who bought from you most recently, most often and who spent the most money. This is called RFM: recency, frequency and monetary value. Understand your model customer: Find out what

International Direct Marketing
December 1, 2012

The basic benefit of direct marketing to foreign markets is no different than the benefit of direct marketing to the domestic market: new customer acquisition resulting in increased revenue. The foreign market simply adds more than 6 billion people to the mix!

Red Tie Lists Its California Love
December 1, 2012

Inglewood is up to plenty of good, if you ask Reginald S. Hawkins. The Red Tie Insurance Services owner says, since September 2011, he's gathered more than 100,000 leads in his city in California and converted 31 of them to customers as of September 2012.

Worldata List Price Index Reveals Fall 2012 Lead Trends
November 20, 2012

Worldata's Fall 2012 List Price Index, the barometer for trending of all list pricing, tracks the changes in list rental pricing each season. The index shows significant price drops in two of the permission-based email list categories: Consumer files and medium-large business files. Consumer email is at an all-time low price point for any category tracked by List Price Index.  The availability of email list rental files continues to grow while the overall economic conditions remain flat in terms of growth.  This abundance of availability is helping to drive down the overall CPM's of email rental files.

How to Acquire Thousands More Email Subscribers (2012 All About eMail Virtual Conference session)
November 8, 2012

Click above/below to view this webinar, originally offered as a session at the 2012 All About eMail Virtual Conference.

It is easy to acquire direct mail addresses – you just buy them. Not so with email. Ethics and law require you to get people to opt-in to your messages. This session shows you how successful marketers use 12 powerful tactics to boost email subscriber acquisition.

• Start by calculating your subscriber lifetime value

• Set a goal – double your list in the next year

• Use the plan to get internal financing

• Fix your website – the gateway to registration

• Use many of a dozen profitable tactics that will work for you.

Case studies of many corporate email programs will illustrate the tactics and success.

Click here to view this webinar.

Does Your Email Matter?
September 1, 2012

Recently, 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 personalized messages, and yet hundreds of writers continue to this day dumping their work into the sewer that is my old AOL account. Clearly, these people are using lists that are dirtier than a Pascagoula pelican washed ashore in BP's Deepwater Horizon oil spill.

Prospecting to IT Buyers: How Nine Data Vendors Stack Up
August 3, 2012

Buyers of information technology (IT) are one of the most valued audiences targeted by business marketers. Globally, these professionals spend $3.6 trillion on hardware, software and technology services. My colleague Bernice Grossman and I recently investigated the availability of prospecting data available to tech marketers for reaching this desirable group, and we found some surprises.

Shatter the Crystal Ball
August 1, 2012

What if you could tell what a consumer was thinking? What if you knew how consumers' attitudes differed? In both quality and quantity, the psychographic data now available are the best ever and—incorporated into your marketing program—can help you answer those and other questions.

Demographics, Psychographics, Socialgraphics—Uniting Divided Customer Profiles
July 2, 2012

According to technology research firm IDC, the Big Data market is expected to grow from $3.2 billion in 2010 to $16.9 billion in 2015. Consumers are willingly providing companies with boatloads of personal information. Even with all the data in the world, marketers are still frustrating customers with irrelevant communications. There is a quid pro quo here: In return for giving up information, consumers expect the data to be used appropriately and intelligently. In order to tailor one-to-one messages, huge amounts of data need to be analyzed and applied to deliver accurate information and offers.