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…
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?
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…
TruGreen is hoping the smell of freshly cut grass scented postcards will entice homeowners looking for lawn care services.
Marketers who don't get enough information from recency, frequency and monetary (RFM) analysis can consider adding a fourth metric to their calculations: Tire tread measurements. Granted, this metric will only yield useful data for a limited number of companies. But Sullivan Tire Co. Inc. is one such company, and when tires on a customer's car…
Kia Motors America has expanded its automated service reminder program beyond direct mail and email to include text and voice messages.
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…
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?
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.
Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community.
