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WHEN E-ZINES first came out, chief marketing officers looked at the reports and were excited about using open rates and click-throughs to measure their

I ABSOLUTELY, POSITIVELY, AND UNEQUIVOCALLY BELIEVE IN information optimizing. Information optimizing is making the most of any benefits whatever you're

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

June 16, 2006 HORMEL FOODS CORP., the maker of Spam, agreed to a lawsuit settlement that would allow NetBop Technologies, a small Welsh technology firm,

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

TALK ABOUT DRILLING DOWN: Great-West Life Assurance Co. increased its coverage of dentists by 7% by offering enhanced benefits and changing its list segmentation.

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

I admit, I have to search widely for interactive ads that cry out for a makeover. Still, there always seems to be a plentiful supply of examples of advertising folly. And while the percentage of such ads may be small, the dollar waste is huge. The latest example is one that I found in a…

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

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