Strategy

3 Ways to Guard Against Click Fraud
December 2, 2009

No one likes to be cheated. And click fraud touches a raw nerve for many marketers. So New York-based online advertising network Undertone Networks identified some best practices for agencies and advertisers to ensure the safety of online ads and the brands they represent.

Raising the Profile With DVD Mail
December 1, 2009

You have a great product and you know the industry it's tailor-made for, so how fast can you introduce this product ... and in the right way? That was the question Graham Medical, owner of the new MegaMover Transport Chair

Straight Talk: Brand and Direct Work Together
December 1, 2009

The direct people. The brand folks. The sales force. Richard Rosen, in his 2009 book "Convergence Marketing: Combining Brand and Direct for Unprecedented Profits," speaks to all three audience segments about how best to sell to customers across all media—which includes combining the best of what each camp brings to the table. He presents unique tools, such as his Rosen Velocity Scale, that attempt to create more profit while strengthening brand loyalty.

Strategy Session: 7 Ways to Win at Sweepstakes
December 1, 2009

I probably shouldn't be sharing this—but I've become extremely wealthy. Or at least, I will be in the very near future. Apparently, my email address was entered, without my knowledge, in the (you pick one) U.K. Lottery Sweepstakes, the Netherlands Lottery and the Sierra Leone Grand Lottery.

Knowledge Is Power
December 1, 2009

The more you know ... it's more than just a commercial slogan; it's a creed for direct mailers to live by, and a mantra that the Wisconsin School of Business (WSB) displays in its latest marketing and sales courses campaign

6 Ways to Survive High Postage Costs
December 1, 2009

While the U.S. Postal Service has offered a reprieve to mailers by vowing not to increase rates in 2010, many mailers are still struggling with their expenses. Rates increased earlier this year, and these increases—combined with the struggling economy—are making it a very difficult year for direct mailers. They're scrambling for new and efficient ways to keep their direct mail costs down.

Call Analytics' 7 Best Practices
November 19, 2009

Call analytics — or automatic call tracking that works in concert with web advertising or full marketing campaigns — provides a great return on your marketing investments.

Anatomy of a Control: The Plum Card
November 1, 2009

In these trying economic times, small business owners are undoubtedly on the lookout for ways to save. Yet, when it comes to opening a business credit card, prospects also are wary of potential fine print and loopholes that may trip them up in the future. In today's economic climate, a little transparency and an offer that does not seem "too good to be true" go a long way.

Im Thinking VDP . . . but Wheres the List?
November 1, 2009

Data segmentation is the key to effective variable data printing and imaging—and VDP is the key to getting your customers' attention. Chances are you've got all the data you need for an effective campaign, but let's talk specifics.

The Plain-Jane Voucher Gets a Makeover
November 1, 2009

Vouchers have been in favor with publishers and fundraisers for years because they are not as expensive as larger 6" x 9" or 9" x 12" packages—and they still capture good response rates. The voucher is bare-bones by definition, consisting of a one-page description of benefits and a reply device, usually carried in a #10 outer.