E-Commerce Link: Preferential Treatment
July 1, 2008

Preference centers are an important part of any good e-mail program. In fact, I believe they’re a must-have component. Building good preference centers starts with the registration process and the information collected when individuals sign up for communications. Then, their power really comes into play with ongoing e-mails. Typically, the e-mail footer contains a link to the recipient’s personal preference center where one can modify or update his personal information and preferences. Why They Are Important As a marketer, you want to maintain relationships with your e-mail list, and one critical aspect is the individual’s ability to update an e-mail address. Keep in mind

Arthur Middleton Hughes To Present What’s Working NOW! Webinar On How To Do Effective Database Marketing
January 9, 2008

Columbus, OH: January 9, 2007 - Training and development firm Working NOW! is teaming with Conference Call University and DM2-DecisionMaker to present an online training session on today’s best practices in database marketing. Preeminent database marketing expert Arthur Middleton Hughes will be the instructor. The program will take place on Tuesday, January 22 from 11:30 AM until 1:00 PM EST (17:30 - 19:00 GMT). Hughes, Founder of The Database Marketing Institute, vice president/ Solutions Architect for KnowledgeBase Marketing and author of seven books on database marketing, will present an educational module entitled How To Outgrow and Outprofit Your Competition: 7 “Musts” For Database Marketing Success.

Throwing Around $100 Bills - 1
December 11, 2007

I guess in terms of the country—and the balance of trade—a crashing dollar is a good thing. For my balance of trade, it stinks. We flew into London last Saturday and went out for dinner. A bowl of soup for lunch was £8.50, which translates to $17.00. A £4.00 ride on the Underground for 10 blocks to get out of a rainstorm was $8.00 ($16 for two)—not a lot of fun. Dinner for two was at least $100 pretty much anywhere. An exception was the Albert Pub. The bad news: the food was so-so. The good news: dinner was relatively inexpensive. The best

How HP Reduced Marketing Spend by 15 Percent
January 17, 2007

After Hewlett-Packard (HP) merged with Compaq in 2002, the technology powerhouse had a whopping 86 marketing organizations worldwide. Adding to the complexity: Each group had its own resources, systems and budget. Processes and languages differed; even the metrics used to execute, track and measure campaigns were different from organization to organization. “Continuity was poor. Corporate marketing initiatives were not always aligned with field programs and campaigns. It was critical that we be able to build on all of the customer touchpoints and present a common view of HP,” recalls Mike Winkler, HP’s chief marketing officer, in the whitepaper Hewlett-Packard Company Reinvents Marketing and Reduces Spend

10 Ways to Better Serve Your Online Customers This Holiday
November 29, 2006

Last year, online holiday shopping exceeded $44 billion. But, companies still are making critical mistakes in the language they use on their Web sites that has users going elsewhere. Unsuccessful sites are organization-centric. Practically all Web sites—whether intranets or public sites—start off with an organization-centric worldview. Gerry McGovern provides 10 tips to make your site more customer-centric. 1. You are not your customer. Never fall into the fatal trap of thinking that all you have to do to understand your customers is look into your heart. Constantly research and test. 2. Your language is not your customers’ language. Four thousand people a month search for “low

Who May Be Spying on You ... and Why?
October 10, 2006

From 1920 to 1933, Henry L. Stimson was secretary of state in the Hoover administration. In 1929, he closed down the State’s cryptanalytic office and his quote about gentlemen not reading each other’s mail became famous. Fortunately he changed his mind when he headed the War Department under Franklin D. Roosevelt. Had the United States not broken the Japanese code in the early years of World War II, tens of thousands of American lives would have been lost. The same is true for the Brits intercepting German radio traffic with the now-famous Enigma machines at Bletchley Park. Down deep inside, I agree with Stimson; snooping

E-commerce Link: Engage Your Readers
October 1, 2006

When you read studies showing average e-mail open and clickthrough rates, do you compare your own results to these statistics with glee or chagrin? In either case, you have the opportunity to improve your results if you put a laser-like focus on your audience members. Give them content and offers they want, and you have a better chance of engaging them. The best e-mail marketing campaigns inject elements designed to stimulate interest and encourage interactivity. In short, they delight and engage readers. And, if your recipients feel this way about your program, they will be with you for the long haul. They’ll be much more

10 Extraordinary Women, Part II Lives to Inspire Us All
August 17, 2006

Indra K. Nooyi’s appointment as CEO of Pepsi is a mighty achievement. She joins one of the most exclusive—and pathetically small—clubs of women in the world, those running Fortune 500 corporations: Patricia Woertz, Archer Daniels Midland Co., No. 56, revenue: $35.94 billion. Indra Nooyi (as of Oct. 1), PepsiCo Inc., No. 61, revenue: $32.56 billion Brenda Barnes, Sara Lee Corp., No. 111, revenue: $19.73 billion Mary Sammons, Rite Aid Corp., No. 129, revenue: $16.82 billion Anne Mulcahy, Xerox Corp., No. 142, revenue: $15.7 billion Patricia Russo, Lucent Technologies Inc., No. 255, revenue: $9.44 billion Susan Ivey, Reynolds American Inc., No. 280, revenue: $8.26 billion Andrea Jung, Avon Products Inc., No. 281, revenue:

The Many Paths of Direct Marketing
March 1, 2006

To remain relevant to customers and boost the bottom line, today’s direct marketing campaigns must move across the borders of direct marketing media nimbly and fluidly. More importantly, marketing channels need to work in unison so that prospects and customers receive not only a consistent message, but one that builds a case for your products and brand. Does your direct mail creative prominently feature a Web site address where customers can find out more about your product and the particular offer being pitched? Do your search engine marketing (SEM) efforts coordinate with your print ad copy? There are many ways to integrate offline and

The Corporate Pitch
July 14, 2005

Who Speaks for Your Company? The new General Motors strategy of offering employee pricing on all new models resulted in a 47-percent sales increase in June. Ford promptly followed suit. Chrysler went them both one better by not only offering employee discounts but bringing back Lee Iacocca--the man who saved the company in 1982 and became its spokesman--to do the TV commercials, complete with the line he made famous, "If you can find a better car, buy it." In 1955 Ogilvy & Mather dreamed up the idea of using the CEO of Schweppes USA, the elegant, bearded Commander Edward Whitehead, as the centerpiece of