Channel | Data Driven ROI

TOO MANY LOYALTY marketers think they have to be all things to all customers; they design programs that are either too expensive or offer inadequate rewards.

PayPal, an online payment service, has unveiled its first consumer promotion awarding new and old customers who activate PayPal Mobile accounts with cash prizes.

Newcastle Brown Ale is out with a contest that gives the winner tickets to a variety of music events and the assignment of reporting on a blog about each event.

Nestlé USA's latest sweepstakes will use an in-pack ticket to name a new Willy Wonka.

Columbia Pictures is using a new tool to build excitement over its new movie—the BlackBerry.

Subway restaurants dress up their kids marketing this summer through two promotions with Vans.

Toymaker Bandai America, Inc. is calling on kid filmmakers and Power Rangers fans, alike, to create short movies for a chance to win a $5,000 scholarship.

Marketers have returned in full force to activate various sponsorships around National Hockey League (NHL) events, dangling sweepstakes prizes and other perks to keep loyal fans buzzing.

This may sound like heresy to some e-mail experts. But you should give the reader a break occasionally and not force them to link through to a Web site to read an article.

Viral marketing is a terrific way to get your content distributed to an even wider audience and ultimately build your list. After all, what could be better than having your customers do your marketing for you?