Creative

• Agencies

  Are Quick Response Codes Overhyped?

  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: Are QR codes overhyped or something mailers should consider using in their campaigns?

• Agencies

  Direct. B to B to C in Mix for Tullamore Dew U.S. Effort

  The world’s second-largest Irish whisky is Tullamore Dew, and yet comparatively few Americans have heard of it, favoring instead competitors Jameson’s and Bushmills. Importer William Grant & Sons USA is using a mix of retail partner efforts and direct-to-consumer marketing to change that..

• Agencies

  Personas Help Frederick’s Target Email, Catalog Mailings

  Frederick’s of Hollywood has improved its email and catalog targeting by segmenting it’s file with purchase-behavior based personas.

• Agencies

  Q&A: Amex’s Mastrocola on the Best Name Sources, Mail Formats

  American Express is always testing, but tried and true voucher packages still pull best in their acquisition efforts.

  Chief Marketer recently talked with Tom Mastrocola, director of subscription acquisition for American Express Publishing Corp., about trends in mail package design, postal concerns and list/database use.

• Agencies

  Craft a Winning B-to-B Email Strategy from the Start

  If you want to have a great B-to-B email program that generates solid leads, the beginning is a great place to start. That means asking the right questions on your sign-up form, crafting an engaging welcome email and enticing your prospects to open that email with a solid subject line. Megan Feltes, sales content specialist with email marketing service Emma, shares some best practices she’s learned through working with clients and crafting the company’s own lead-gen strategy.

• Agencies

  Amnesty International’s Oversized Mailing Pays Off Big

  A new direct mail prospecting package from Amnesty International offers a simple finding for marketers: Paper still works.

• Agencies

  Broker Roundtable: How important are PURLs becoming as a data source?

  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: How important are personal URLs (PURLs) becoming as a source for gathering data on customers and prospects?

• Agencies

  Plaintiff Claims Lands’ End Still Using Web Content Illegally

  A federal lawsuit filed last year against Lands’ End was amended Friday after the plaintiff, Empowerment Enterprises LLC, alleged that violations identified in the original complaint continued.