Chief Marketer Staff

• Chief Marketer Listline February 28

  Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

• Email

  Non-Latin Characters Available For Email Marketers

  On April 18, 1775, Paul Revere made his midnight ride to warn of the British invasion forces. But while this date is known in greater Boston as “Patriots Day” and the rest of the country as the date of the Boston Marathon, there is another foreign invasion that may later resonate for email marketers: May 5, 2010.

  On that date, for the first time in the history of the Internet, non-Latin characters were allowed within a domain name. In a press release announcing these changes, Rod Beckstrom, president and CEO of ICANN, the international authority that manages all domain addresses, noted that more than 50% of Internet users weren’t born using Latin letters. This advance, he added, means they can participate in the Internet in their native language and native scripts.

• Agencies

  The Advantages of Strategic Conversion Optimization

  Companies with ecommerce sites may have an overly high percentage of customers who through their behavior tell you “no thanks, I’m just looking.” Imagine being able to increase your Web site’s conversion rates by 30% or more and adding millions of dollars in additional revenue. Online testing is the key. For even better results, consider implementing a comprehensive, strategic conversion optimization process.

• Agencies

  Broker Roundtable: The Impact of Do-Not-Track Legislation on DM

  Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week’s question: What impact would potential do-not-track legislation have on data collection or direct marketing?

• Using Technology to Improve Your Marketing Ecosystem

  From the CMO Council research study, “Unify to Multiply Marketing Ecosystem Effectiveness,” here are 10 ways to create value for your marketing ecosystem:

• 5 Reasons Not to Run Standalone Facebook Promotions

  With all the rush to market on Facebook, don’t push aside the ol’ tried-and-true branded Web site.

  Johnson Controls, a provider of mechanical equipment and systems that control commercial building systems, is promoting its video contest, “Campus Green Scene,” on the corporate website—as well as a microsite and Facebook.

• Agencies

  Zippo Stages Musical Events to Build Sales in China: Case Study

  The Zippo Manufacturing Co. staged six musical events—one per month—in China to convert buyers and build advocates among younger adults.

• Agencies

  Go Beyond RFM When Choosing Prospecting Files

  Today more than ever, its important to understand the best possible way to get the most out of the lists you are selecting for your direct mail campaigns.

• Agencies

  Broker Roundtable: Is the Economy Turning Around?

  Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.

• Email

  Transforming Social Dispatches into Email Content

  When most organizations think about integrating social media and email, they focus primarily on including links to their social pages within the email and encouraging recipients to share the email with their friends and colleagues. A third, often overlooked way to leverage the social element within your email marketing is what Matt Caldwell, senior creative director of Yesmail, calls “dispatches”: incorporating content from social media into your email messages.