CRM
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Data Driven ROI
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.
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Data & Analytics
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
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
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
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Data Driven ROI
Email Segmentation Triples HealthyPet’s Click Rate
When HealthyPet decided to segment its email database, it didn
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Data Driven ROI
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.
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Data Driven ROI
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.
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Data Driven ROI
The Power of a Customized Email Promotion
We all know customized emails can be effective. Here are some of their most important characteristics