Harte-Hanks

DMA Announces Opening of New Center for Accountable Marketing in Silicon Valley
September 8, 2011

The Direct Marketing Association (DMA), in collaboration with a consortium of innovative marketing companies, has launched the first-ever Center for Accountable Marketing (CAM) headquartered in Sunnyvale, California. Alexandra Morehouse, a seasoned marketing professional with leadership experience at American Express, Charles Schwab & Co., Ancestry.com, and most recently Chief Marketing Officer of AAA, will be CAM’s Executive Director reporting directly to DMA’s CEO, Lawrence M. Kimmel; ensuring that full DMA resources are available to support CAM’s success.

Email Key Performance Metrics for 9 Vertical Markets
July 6, 2011

Harte-Hanks, a global insight-driven multichannel direct and digital marketing company, announced today that it has released a comprehensive study of email marketing and messaging metrics for nine industries, analyzing roughly 3 billion email messages sent across nearly 100 companies in 2009 and 2010 using the Postfuture email platform.

Email Key Performance Metrics for 9 Vertical Markets
July 5, 2011

Harte-Hanks, a global insight-driven multichannel direct and digital marketing company, announced today that it has released a comprehensive study of email marketing and messaging metrics for nine industries, analyzing roughly 3 billion email messages sent across nearly 100 companies in 2009 and 2010 using the Postfuture email platform.

Email Marketing Shines in 2010
June 30, 2011

Despite what some might say, email marketing isn't dead. A new study from digital marketing agency Harte-Hanks measured deliverability, open, clickthrough and opt-out rates of around 3 billion email messages sent from 2009 through 2010 by roughly 100 different companies across nine different industries including retail, travel/hospitality, automotive and technology sectors. Here are some of the study's more notable findings:

5 Ways to Improve Customer, Call Center Interaction
June 22, 2011

The best solution, really, to improving customer interaction with the call center is to have agents who are up to the task of having natural conversations. That's the advice marketing vendors provided when asked to suggest ways to perfect call center scripts.

Help USPS Help You
February 1, 2011

For mailers, the key to cutting postage costs is to work with the USPS and service providers to help achieve the best results with postage and cost issues.

2 Smart Ways to Reduce Mail Volume
January 26, 2011

One of the easiest methods for reducing the postage bill is to cut mail volume and migrate to other media where response is proven. However, it is risky. Targeting volume cuts to those segments that are less responsive is the key.

Forrester Evaluates Database Marketing Providers
January 26, 2011

In Forrester Research’s most recent evaluation of U.S. database marketing service providers (MSPs), Dave Frankland, vice president and principal analyst at Forrester, identified Epsilon, KBM Group, and Targetbase as the vendors with the strongest performance because of their analytical and strategic approach to the business, paired with broad capability and strong delivery.

Modeling Use of Text Mining
September 1, 2010

Text mining has an illustrious history in the world of analytics. Investigators have used text mining to fight fraud, conduct anti-terrorist surveillance and analyze police interrogations in criminal investigations. Matters of national security, public safety, patent protections and trade secrets, and other high-minded topics all have made use of text-mining technology tools, and the wise minds of analysts behind them. But there's a very important role for text mining to play in direct marketing, as well.

Text Mining in Marketing
September 1, 2010

In the world of marketing, text mining has gained greater awareness and favor as social media, inbound e-mail marketing, filtering and other "digitized" communication and documents in free text have flourished—and as the cost and quality of tools available to analysts and marketing departments have become more accessible.