Lisa Yorgey Lester

According to a 2007 report by the Centers for Disease Control and Prevention's (CDC) National Center for Health Statistics, there were approximately 4.3 million births in the United States in 2006 (the latest year available for such data). This is the highest birthrate since 1961. Demographics point to a young, female market in the early stage of its prime earning years. While many an expectant father basks in the glow of his partner's pregnancy, expectant mothers make the lion's share of purchasing decisions. Indeed, 85 percent of the subscribers to Fit Pregnancy magazine are females, and the median age is 28 with a median household income of $42,764. What's more, the CDC reports that single mothers account for 8 percent of births.

Go Retail to Web E-commerce application platform and services provider MarketLive has introduced FastTrack, an e-commerce solution designed to help retailers launch a fully optimized B-to-C e-commerce site in three months or less. FastTrack includes more than 200 e-commerce features bundled with MarketLive’s MarketLive 5 e-commerce platform, as well as intelligent imaging with dynamic image generation and zoom, free Google analytics, and search engine optimization. The solution also includes a rich display catalog that gives e-tailers a range of options for their online storefront. Real-time site management tools allow nontechnical staff to edit page displays, products, image, promotions, editorial content and merchandising information. Web:

Nuts & Bolts: Better Bounce Definitions Wanted

E-mail metrics and bounce management have not kept pace with the evolution of e-mail marketing, reveals a recent report issued by the E-mail Experience Council. Based on surveys sent to 329 mailers and more than 25 e-mail service providers (ESPs), the State of Email Metrics & Bounce Management report identifies three key areas in which a lack of standards exist: the calculation of key metrics, such as delivery, open and click rates; bounce data and definitions; and bounce management. In particular, the survey highlights a lack of consistent bounce definitions, i.e., what is considered a hard bounce versus a soft bounce. According to the survey,

European Internet users have fully made the transition from online window shopping to online buying, according to new research published by the European Interactive Advertising Association (EIAA). The EIAA Mediascope Europe 2006 Study, managed by SPA and conducted by Synovate, finds 78 percent of European Internet users shop online, and within a six-month period spend an average of 750 euros, and buy an average of 10 items online—an increase of 11 percent from 2005 to 2006. Online shoppers in the United Kingdom lead the pack in buying the most goods online, while Norwegian shoppers spend the most money. The chart at right shows how the

E-mail marketing allows U.S.-based direct marketers to reach their target audience in virtually any country and get almost an immediate response. But, sending a global campaign involves a bit more planning than simply translating your U.S. campaign. U.S. firms using e-mail marketing to reach global consumers will have the best chance of success “if they follow the rigorous regulations and best practices of U.S. e-mail, but give equal thought and equal weight to local considerations like content, cultural needs and design,” offers Michael Koziol, executive vice president of the North American division of Nurun, a global company that creates interactive programs for an international

Viral marketing, or “tell-a-friend,” e-mail campaigns can be an effective tool for broadening the reach of marketing messages because they encourage recipients to share your missives with their friends and family. As forwarded communications are received from a trusted source, this approach can be a particularly useful way for nonprofits to generate awareness of their cause, and to drive new constituents to a Web site. This week, Target Marketing talks with Ayumi Stubbs, manager of Internet communications for the American Society for the Prevention of Cruelty to Animals (ASPCA), about how the nonprofit is using viral marketing to spread its message and drive donations. Target

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