Create Your Own Opportunities with a Unique Insert Media Program
May 23, 2007

It’s doffed its “alternative” moniker, taken its rightful place in the direct marketing mainstream and earned respect among professionals as a money-making option. But despite its reputation, there remain a few avenues of insert media left to be fully explored. For more than 15 years, Arlene Rosen, president of New York–based marketing firm ARA Media Solutions, has been leading the forward march, specializing in finding and creating unique insert media opportunities that meet the specific needs of her clients. To create a unique insert media program, Rosen seeks out companies without established insert programs but who have an affinity to a client’s product

When Trolling for Business, Don’t Wing It
December 7, 2006

On Alan Greenspan’s retirement as Federal Reserve chairman, Barbara Hagenbaugh wrote in USA Today: From behind oversized glasses and sometimes in undecipherable language, Greenspan shepherded the economy through one of the most prosperous periods in U.S. history. In the more than 18 years Greenspan held the reins of the Fed, the economy enjoyed a 10-year economic expansion, the longest in history, and had just two brief recessions that were the mildest since World War II. Where Greenspan’s verbal delivery was soothing to the point of somnambulism, his successor, Ben Bernanke, is a straight talker who shoots from the lip and tells it like

Target Marketing’s Direct Marketing Glossary
October 10, 2006

/M: Per thousand. /MM: Per million. AA: Authors alterations, i.e., changes other than corrections made by a client after the proofing process has begun. AOV (average order value): The average amount of each customer order. Abandoned Call: When a caller hangs up before his or her call is answered by an agent. Above the Fold: The part of an e-mail message or Web page that’s visible without scrolling. Absorbency: The capacity a paper has for accepting liquids, like the inks or water used to run offset lithographic presses. Accordion Fold: Parallel folds that opens like an accordion. Acid-free Paper: Paper manufactured on a machine with the wet-end chemistry controlled to a neutral

Signs That You Need a Data Warehouse
July 26, 2006

How do you know when you need a data warehouse, a data mart or at least an extracted set of files for marketing analysis? If the thought of pulling together any or all of the following analytics projects in the course of one day makes you want to throw up your hands in exasperation, then you’re a prime candidate: Task No. 1: Run a report of how many unique 12-month buyers you have. Try this in a leading enterprise resource planning (ERP) system, and you will arrive at a number. But do you have a way to check if each record is a unique account

Customer Data Mining
February 1, 2006

Customer data mining is a complex process that involves highly trained professionals. Some companies handle data mining in house, while others farm it out, and still others follow a hybrid solution. Which option is right for you? Here are some factors to consider when you’re making this difficult decision. What Can You Afford? Most mid-size to large direct marketers have an in-house data mining department to handle at least some of the analytics work. They feel it’s important to have total control of this critical function, and for the data miners to be continuously steeped in the business. Also, the cost of an in-house staff can

How Cooperative Are Co-op Databases?
November 1, 2005

By Hallie Mummert Industry experts get into the pros and cons of this prospecting and analytics tool On the surface, participation in a cooperative database sounds like an absolute no-brainer. Merging your customer data with that of other direct marketers to develop more robust models that enable you to prospect more effectively than you could with only your own data to go on—what could be more intuitive? Scratch a little deeper, though, and you begin to realize that this sweet-smelling rose also can have thorns. Depending on how a cooperative database is governed, list managers and list owners cite risks such as unfair

The Ultimate One-to-One Tool
November 1, 2005

By Irene Cherkassky and Jeffrey Lattner Marketing know-how and technical savvy combine, bringing the Web closer to a one-to-one experience. In just a few short years, Web personalization has transformed from a novelty into a discipline. Although many marketers still are new to the intricacies of personalization, the promise of achieving a truly one-to-one dialogue with customers is driving both strategic and technical e-commerce innovation.   Back to Basics Optimizing personalization on the Web is more than seeking out the latest technical bells and whistles. In fact, effective personalization is grounded in the basics of good marketing techniques. "Personalization has moved [away]

If Another Katrina--or a Dirty Bomb--Hits
September 15, 2005

Business interruption--are you prepared? Sept. 15, 2005--Vol. 1, Issue #31 IN THE NEWS Jose Suescun, who ran the one-man operation in Metairie, La., picking up the items from New Orleans merchants and shipping them out of his home, was forced to flee Hurricane Katrina in his pewter Hummer and can only wonder what became of his old neighborhood. From what he could glean from news accounts soon after, he concluded it was badly flooded. "My whole business went down the drain," Mr. Suescun

The Third Most Exclusive Club in the World
August 11, 2005

The amazing, unbelievable story of the Henokiens IN THE NEWS NEW YORK -- Rupert Murdoch is becoming publisher of the New York Post, replacing his 33-year-old son Lachlan, who abruptly resigned last week. --Associated Press Aug. 1, 2005 The bitter battle has all the hallmarks of a classic family drama. It pits the toddler children of Mr. Murdoch and Ms. Deng, a Chinese-born woman in her mid-30s, against Mr. Murdoch's children from his first two marriages. One of the key debates: Who should inherit the family's $6 billion fortune and Mr. Murdoch's control of News Corp.? Should it be just the media titan's adult

Join the Exchange
July 18, 2005

Share your ideas and learn from fellow direct marketers as we cover the hottest issues and best practices in customer relationship marketing. Question: How can direct marketers use information housed in their customer databases to promote loyalty? Answers: Customer loyalty can be promoted by personalized communications. Here is a message we received: "Last year, Mrs. Hughes, you ordered Honey Baked Ham for [insert name here.] Since Christmas is coming up soon, we thought we would remind you that it is not too late to order a Honey Baked Ham for delivery this Christmas. To see the orders you placed last year, just click here."