Data Driven ROI
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Data Driven ROI
Data Debris
Direct marketing in the United States will generate $1.85 trillion in 2005, 7%of the country’s $26 trillion total sales, according to a new study released by the Direct Marketing Association.
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Acquisition
Westin Hotels Takes Apprentice Task Online
Westin Hotels & Resorts is bringing fans of The Apprentice: Martha Stewart online via a new marketing campaign that further leverages its product-placement deal on the show. Westin was the latest brand featured under a brand integration deal with NBC’s …
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Data Driven ROI
10 Steps to Prepare Your Data for Direct Marketing
If your customer and prospect data aren’t accurate, trustworthy, and actionable, your direct marketing campaign is doomed, no matter how sterling every other aspect of it is. Happily, Highlands Ranch, CO-based database marketing company Dovetail has come up with a checklist
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Data Driven ROI
Most-Redeemed Loyalty Reward: Gift Certificates
Once again, research shows that what consumers want and what they say they want are two different things. According to research conducted by Maritz Loyalty Marketing, consumers chose gift certificates over cash, merchandise, and travel rewards when trading in loyalty points built up on their bank-issued credit cards last year. But when signing up for credit-card loyalty programs
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Acquisition
Heinz Spreads Silly Squirts Online
H.J. Heinz Co. is launching Silly Squirts kid-friendly ketchup with a dedicated Web site and online sweepstakes. The bottle has a flip top with three different drawing nozzles; it sells for $2. Heinz supports the rollout with a micro-site on family site …
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Acquisition
Hallmark Channel Scares Up Annual Swipestakes
Hallmark Channel is offering consumers the sweet treat to win a chance for a walk-on role in an upcoming Hallmark Channel original movie as part of its annual Halloween Swipestakes. The swipestakes supports the Hallmark Channel’s World Premiere …
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Data Driven ROI
CDW Offers Something for Everybody
You wouldn’t send a special report on small business tax relief to government clients, would you? That’s why CDW, a technology solutions provider, sends out separate weekly e-newsletters—CDW for businesses, and CDW-G for government and education recipients.
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Data Driven ROI
The Art and Science of E-Zines: An Interview with Todd Smart
Todd Smart has strong views on e-mail newsletters. As well he might, for his company, BeTuitive Marketing, specializes in helping clients build relationships through e-newsletters and blogs.
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Data Driven ROI
Want High Open Rates? Send Your First Issue
It’s a familiar syndrome in the e-mail newsletter business. The first issue pulls a great open rate. Then the second issue goes out and the opens are in the lower double digits. Does this mean you have a turkey on your hands?
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Data Driven ROI
Lessons from the Inbox: E-mail Preference Centers
When you get to the point where you are offering multiple newsletters to your subscribers, consider creating an e-mail preference center, or a “Manage Your Subscriptions’ page