Orem, Utah

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.
Heather Fletcher is senior content editor with Target Marketing.

So House Beautiful and Popular Mechanics don’t have much in common other than their parent company, Hearst Magazines of New York, right? Well, no. As it turns out, readers of both magazines—as well as other Hearst titles, including Country Living and Good Housekeeping—are interested in being environmentally conscious if it’s affordable. So Hearst targeted each magazine’s subscribers in a six-part “Earth Month” e-mail campaign. Recipients responded by heading to Hearst’s TheDailyGreen.com in droves. There, House Beautiful readers could learn how to save on organic food while Popular Mechanics subscribers could research the “10 Most Fuel-Efficient 2008 Vehicles.” Meanwhile, the print magazine subscribers were helping drive traffic on the “green Web site for regular people” by clicking through and accounting for 25 percent of TheDailyGreen.com’s April 2008 traffic.

E-mail service provider Silverpop, located in Atlanta, now offers dashboard reporting in its Vtrenz solution. Vtrenz is a B-to-B lead management platform that gives marketers a clear view into leads at all stages of the lead-to-sales funnel. With the addition of the dashboard function, Vtrenz provides users with on-demand marketing information, supplying reports that are graphic summarizations of significant marketing metrics. The dashboard reporting also allows more effective lead generation and lead nurture campaigns, and permits marketers to schedule the export of reports to important stakeholders.

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