Strategy

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.

Small Businesses No Exception to Market Spend Shift to Online
October 29, 2009

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.

Q&A: IKEA, 89 Degrees Discuss Award-Winning Store Opening Email Campaign, Part 2
October 16, 2009

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.

5 Big Ideas You Haven’t Tried Yet
October 1, 2009

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."

Building Loyalty From the Lobby Up
October 1, 2009

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.

4 Important Signs that your Lead Scoring is not Working
September 30, 2009

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.