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.
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.
Like larger businesses, small businesses are shifting more of their marketing initiatives from traditional media to web-based tools such as social media — including blogs, social networking, and online communities and forums — and email marketing.
Hallie Mummert, editor-in-chief of Target Marketing, speaks at DMA09 with Experian's senior vice president and global manager of integrated marketing, Joe Paulsen, who outlines some of the basic components involved in optimizing media mix for ROI.
This week we bring you the second in a two-part interview I conducted with Marty McGuire, direct marketing manager of IKEA US, and Ann Hopps Morgan, partner and vice president of strategic marketing services for 89 Degrees, a Burlington, Mass.-based integrated marketing agency. They discuss several campaigns they've worked on together and offer best practices around using email to promote local events.
eM+C recently spoke with Marty McGuire, direct marketing manager of IKEA US, and Ann Hopps Morgan, partner and vice president of strategic marketing services for 89 Degrees, a Burlington, Mass.-based integrated marketing agency, about an award-winning email campaign promoting a recent IKEA store opening in Charlotte, N.C.
Zillions of headlines have been written over the years, but in my view they all fall into one of two categories: teaser headlines or benefit headlines.
In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."
Perhaps it’s not ironic that InterContinental Hotels Group, which has always prided itself on focusing on customers, also happens to manage the world’s largest hotel loyalty program — with a whopping 43 million members around the world. What’s intriguing is how IHG maintains it with online communities.
Most B-to-B marketers are now bought in to the concept of lead scoring. Using a combination of activity and known data to identify who is ready to speak with sales, and who is not, has become an accepted concept for most marketers who are focused on enabling their sales team.