Strategy

DM by Any Other Name ...
October 1, 2010

While no one person can be omniscient about where direct marketing is heading, it's a good idea to check in from time to time with one of the practice's brightest minds: Professor Peter Fader of The Wharton School at the University of Pennsylvania.

6 Steps to Getting Your Email Message Just Right
September 29, 2010

Having a strong email marketing plan—blended with effective email copywriting tips—will go a long way toward the creation of successful email marketing programs. There are a few steps that can help move you toward more success.

All Customers Are Polygamists and How Direct Marketers Can Understand Them
September 29, 2010

Polygamy and consumers may not seem to meld in marketers' minds, but Peter Fader explains why they perhaps should. Polygamous consumers and the coin toss that is the wont of the desirable, inertial loyal customer are just a few highlights of a wide-ranging conversation with Fader.

A Taxing Direct Mail Problem
September 23, 2010

I live in the Ross Valley, an area about ten miles north of San Francisco's Golden Gate Bridge. Recently, I received a ballot sent to all Ross Valley residents, that allowed us to vote (by mail only) on a new flood-control tax measure.

Social Media CRM: 4 New Ways Farmers are Talking to Consumers
September 22, 2010

After two straight days of madly baling hay—skipping sleep while trying to beat the rain expected at his Etna, Calif. ranch—Jeff Fowle still avoided using the obvious pun when tweeting about farming to his more than 23,000 followers on Thursday night.

6 Trends in Optimizing Marketing Dashboards
September 22, 2010

Ever since marketing dashboards became popular in 2007-2008, marketers have been optimizing them to meet their needs. Rather than having the systems be dumping grounds for data, users are adding functionality from analytics to cross-departmental communication capabilities to make the systems as useful as possible.

New Study - Discontinuing Paper Statements Can Damage Customer Relationships
September 20, 2010

The Royal Mail said yesterday that companies that switch off paper statements risk damaging customer relationships and that doing so can have the same negative effect on customer satisfaction as removing UK call centres or local branches, damaging relationships and erode customer loyalty.

12 Steps to an Effective Direct Mail Campaign
September 16, 2010

Direct mail campaigns still remain a key tool in the overall marketing plans of many businesses. When planned, executed and refined correctly, they can be a very effective way of gaining visibility with tangible and measurable results.

Demographics Today and Tomorrow: Analyzing Population Trends and the 2010 Census Changes
September 15, 2010

The foundation for successful customer acquisition, market analysis and site location strategies is up-to-date, accurate demographic data on U.S. consumers. View this webinar to learn how to keep pace with demographic changes that impact your markets and how to adapt to the upcoming 2010 Census changes and the new American Community Survey (ACS).