Harvard Business Review

1-Click Emails Make Sales and Donations Easy
July 23, 2012

Attention spans are getting shorter every day. Emails have nano-seconds to capture the recipients' attention long enough to get them opened. Once open, the offer has to be compelling to move people into the buying process. Every click along the way provides an opportunity to abandon the process. Providing one-click links shortens the path from email receipt to order completion reducing opportunities for people to become distracted or change their mind.

Benefits of Social Sign-In Must Offset Privacy Concerns
December 1, 2011

One of the most important yet tedious components of opening a new account account at a bank is completing the new account form. Whether done at a branch or online, the new account registration process is the first (and sometimes only) time when a bank can learn about a customer's needs, behaviors and expectations of the relationship.

How To: Gamify Your Marketing
July 19, 2011

The scale of the audience accessible through gaming is simply staggering. In terms of potential reach, it rivals television as a medium. Yet, according to Forrester, 84% of marketers have no plans to use games in their marketing efforts.

Red Hot Marketing Tip: Harvard Wins Renewals with the Hybrid Voucher
June 15, 2011

Unlike most magazine publishers, Harvard Business Review clearly decided to spend some money on its recent renewal effort. Here's a so-called "hybrid voucher" that manages to capture eyeballs with its outer and employ great copy inside.DirectMarketingIQ's Chief Content Officer Ethan Boldt takes you through the package.

How SoMe Can Boost Retention, Sales and Referrals for Mailers
January 20, 2011

The three Rs. Do you know what they are? Retention, Related Sales and Referrals. According to a recent release by the Harvard Business Review Press, these are the three solid but often-ignored principles for running any size business, especially a smaller one. A fourth "R", Relationship, could also be cited as critical to remembering the other three.


Ready, 
Set, 
Listen!
March 1, 2010

As fast-paced professionals running departments or full-fledged businesses—managing people and projects and schedules and products—listening can sometimes fall off our to-do lists. We don't have time to really pause and listen well. While we may see the value in making time, few of us actually do.

Premium Watch: Publications Use Relevant Gifts
September 3, 2009

It's been a rough year for publications, including magazines and newsletters. With some closing their doors, others reducing frequency, and others simply slashing staff but trying to maintain the same output (and quality), you'd expect to see less expensive efforts in the mail and fewer premiums in those mailings.

Premium Watch: Publications Use Relevant Gifts
September 1, 2009

It's been a rough year for publications, including magazines and newsletters. With some closing their doors, others reducing frequency, and others simply slashing staff but trying to maintain the same output (and quality), you'd expect to see less expensive efforts in the mail and fewer premiums in those mailings.