Merkle

Marketers Struggle to Marry Social Media and CRM
February 13, 2012

Many marketers have strong CRM databases that they use to target direct mail or email offers. A growing number of them also have robust Facebook or Twitter followings. But few marketers have figured out how to marry the two. The idea of one grand database of consumer information, interests and intentions is the holy grail for managing marketer-customer relationships, and the idea of using social data from a network like Facebook to get there is hugely appealing. But when it comes to integrating this kind of social data, it's easier said than done.

6 Best Uses of Predictive Analytics for Cross-Sells and Upsells
February 8, 2012

Predictive analytics can help marketers upsell and cross-sell products to customers. But the key word in that sentence is “customers.” Different divisions handling different channels or various departments in charge of various products can cause problems for customers if companies decide to organize data based on those guidelines alone when creating predictive models.

The Easiest Ways to Improve Your Email Marketing (And Why it's So Hard)
January 31, 2012

Some things in life sound so simple, like burning more calories than you consume. But in reality it's quite difficult to reach the end goal, in this example losing weight. The same can be said of elements of an email program. Some efforts sound really easy to execute, but are quite difficult to pull off.

The Good, Bad and Ugly of the Welcome Process
January 24, 2012

The sooner a subscriber is engaged, the longer and deeper they remain engaged with an email program over time. The welcome email is a critical phase in every life cycle; maximizing it pays big dividends. I decided to dive deep into the email welcome experience, studying an array of businesses with a focus on driving conversions. Opting into a brand's email program sets the stage for a follow-up strategy.

Entering the Inbox
December 1, 2011

We hear how email is becoming obsolete and social networking is morphing into the medium of choice for online communication. But in the B-to-B community, it hasn't happened yet.

Direct 
Marketer 
of the Year: Brian Cowart
October 1, 2011

It's a phrase Brian Cowart probably says a lot: "I'm sorry I made you cry." It's not that the senior vice president of national direct marketing for ALSAC/St. Jude Children's Research Hospital is mean. It's that Target Marketing magazine's 2011 Direct Marketer of the Year is such an effective communicator about his organization—which works to cure children of cancer and other catastrophic diseases—that listeners' tears just come naturally.

Debunking Email Deliverability Myths
September 23, 2011

Because of the pace of change, best practices in email deliverability quickly grow stale. It’s time to purge ourselves of these outdated myths regarding inbox deliverability optimization:

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.

Handheld Messages
July 1, 2011

Marketers need to consider mobile activity and how it may affect their email programs. Best practices in email design are changing to ensure a good experience for all recipients, regardless of how they access their messages.

The 4 Pillars of Mobile Strategy
May 12, 2011

Your brand must have a well-thought-out plan that captures data from all interactions it has with each and every customer so that every customer interaction is contextually relevant. If this element is missing from a brand’s marketing plan, it will be severely limited — customer engagement and profitability will be hampered.