Chief Marketer Staff, Author at Chief Marketer

Best Practices at Best Buy

Best Buy, frustrated with the speed at which its loyalty program was growing, decided on an overhaul 18 months ago. It was a good move. Since then, enrollment

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Plumber Turns to Postcards

WHAT DOES A LOCAL PLUMBING concern do when business starts to slow down and the Yellow Pages doesn’t bring in work the way it used to? This was the problem

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Marketers Turn to Trackable Media

Mass marketing may be growing in some quarters, but not among executives surveyed by Epsilon. A poll of 175 U.S. marketers showed that most are cutting

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LETTERS TO THE EDITOR

DEAD LETTER OFFICE My grandmother had her own (unique) solution to unwanted solicitations (Loose Cannon, June 1). After my grandfather died, she received

CORRECTION:

In the June issue, a profile of The Regan Group failed to reflect ranking data calculated near press time. Regan Group came in at No. 49 in the PROMO

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The Sweet, Sticky Smell of Success

Do you know about Diet Coke and Mentos? It’s not the latest weight-loss craze. It’s a Mr. Wizard science experiment gone berserk, and it’s currently storming

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DMers Losing Interest in AOL Addresses

If AOL wants legitimate marketers to avoid contacting its subscribers, the plan is starting to work. E-mailers are preparing for a serious drop in performance

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The Hidden Gems in E-mail Responses

Any DMer knows response management is critical to a campaign’s success. But in e-mail marketing, overseeing messages from those who don’t buy is just

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Farewell to InMarketing

We suppose we should be doing victory laps. The Direct Marketing Association is pulling the plug on InMarketing, its excuse for a monthly magazine. Here’s

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Revised Curriculum

The folks at Northwestern University’s Kellogg School of Management must be auditing direct marketing classes at their parent school. For starters, they’ve