Direct Marketing | Print
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Direct Marketing | Print
Using Postal Techniques to Find a Better Way to Test Email Lists
When my firm first began renting email lists for clients about two years, my initial experiences were pretty good.
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Direct Marketing | Print
Six Tips To Increase Your Direct Mail Open Rates
Your direct mail package could include the most clever appeal ever written or offer the world’s best premium, but if your target never opens it, it is all for naught
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Direct Marketing | Print
California’s No-ZIP Ruling Breeds Lawsuits, List Concerns
Last month’s ruling by the California Supreme Court bars retailers from asking for ZIP codes from credit-card store shoppers
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Direct Marketing | Print
Hospital DR Effort Seeks Patients, Donors
National Jewish Health, a specialized hospital in Denver, is launching its first national direct response space campaign to attract patients and potential donors as well as build its brand.
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Data & Analytics
Asking the Right Questions in Data Analysis
What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”
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Data & Analytics
Five Tips for Successful B-to-B Paid Search Campaigns
Many best practices across B-to-C and B-to-B paid search campaigns are similar. However, B-to-B marketers face some unique challenges
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Direct Marketing | Print
Prospecting With Puppets Pulls for Scientific Firm
Tom Simons of Partners + Simons shares how measurement-tools firm Agilent used puppets to charm online prospects into checking out a new product line, and offers thoughts on healthcare/scientific marketing trends you should watch.
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Direct Marketing | Print
Customer Input Pays Off For Revamped Marriott E-Newsletter
At first blush, rewards statement design should be a no-brainer. By definition, a marketer is communicating with its most engaged customers. To paraphrase an old saying, any communication is good communication as long as the customer’s name is spelled right. Right?
Marriott International found differently when it reconfigured its rewards e-newsletter. The new design highlights features members are interested in, strips down verbosity, offers a cleaner look and adds personalized rewards to its communication.
As a result, this group of engaged recipients has become even more so, with revenue per e-mail initially jumping by 25%. Since the new design has rolled out, monthly per-message revenue has consistently been 10%-25% higher, according to Kristen Barletta, Marriott International’s email marketing director.
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Direct Marketing | Print
Broker Roundtable: Popular Direct Mail Formats for 2011
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 direct mail package designs are going to be popular in 2011?
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Data & Analytics
Older Baby Boomers May Hold Surprises For Marketers
Age is an essential data point when targeting consumers. But advertisers who have pre-fixed ideas about what a baby boomer looks like may be in for a rude awakening as younger-thinking citizens age into this cohort.
Take the oldest boomers, those born between 1946 and 1954. They’re a lot more active—and a lot more computer-savvy—than previous generations of consumers in their mid-50s and mid-60s. Linda Armstrong, an executive vice president and practice leader at DMW Direct who specializes in health and age-targeted product launches, spoke with Chief Marketer about specific considerations marketers should mull when appealing to this group.