CRM

• Agencies

  ASPCA Cuts Churn By Updating E-Mail Addresses

  Never mind the dog: One animal-focused organization has generated a donation by cleaning up after its donors.

  “People can change email addresses as easily as they change their socks,” says Debbie Swider, emarketing director at ASPCA, adding that the organization’s procedure for updating contact information isn’t as efficient as it could be.

  As a result, the ASPCA saw an 18.5% churn rate within its email file, somewhat higher than the 17% standard for nonprofits, according to 2010 research from M+R Strategic Services and NTen.

• Agencies

  Tracking B-to-B Behavior to Learn How to Approach a Lead

  Consumer leads often come laden with enough information to make marketing easy. The process of identifying and qualifying business leads

• Agencies

  Techniques for Leveraging Atomic-Level Data

  Many direct marketers need to be more creative in the ways that they leverage their customer data. Sure, just about everyone uses customer data to make general decisions about whom to promote. Typically, this is done with either rules-based logic such as RFM Cells, or more formal statistics-based predictive models. However, this is just scratching the surface.

• Agencies

  Last-Minute Marketing Strategies Include E-mail, Loyalty Efforts

  With roughly a week and a half before Christmas, it would be easy for marketers to feel their fates have been set. It would also be incorrect, according to Dennis Armbruster, managing partner at LoyaltyOne Consulting.

• Agencies

  Plan for the Future With Basic Direct Mail Analysis

  Where are you going next year? What direction do you want to take your business? Before you sit down to put together next year’s direct marketing plan, take a look at where you have been and what you have done.

• Agencies

  Driving Information: Safeway Direct Insurance Learns About Its Market As It Goes

  What’s a direct marketer to do when data about a target audience isn’t available? Safeway Direct Insurance faced this barrier when it began using direct

• Agencies

  Email Segmentation Triples HealthyPet’s Click Rate

  When HealthyPet decided to segment its email database, it didn

• Agencies

  Using Uplift Modeling to Slash Email Marketing’s Hidden Cost

  In an effort to reach as many customers as possible at minimal financial cost, many marketers overlook the pricey consequences that can result from sending mass, untargeted emails to their entire audience.

• Agencies

  Can Third-Party Rewards Create First-Class Relationships?

  Do third-party rewards dilute the branding message and relationship program participants have with marketers? Direct Newsline spoke with Jill Goldworn, president and co-founder of rewards and incentives provider TheFirstClub about the challenges and opportunities available to marketers seeking to broaden their reward program offerings.

• Agencies

  The Power of a Customized Email Promotion

  We all know customized emails can be effective. Here are some of their most important characteristics