CRM Archives - Page 96 of 123

Anthem Blue Cross Uses E-Mail to Push Wellness

How many people really believe that their health care provider cares about their health? That was the challenge faced by Anthem Blue Cross and Blue Shield and its parent company Wellpoint.

Data Driven ROI

A Letter From Lester Wunderman

Don Peppers and Martha Rogers maintain that “Return on Customer Value is in fact that rarest of things in business—a truly new idea.” I would like to thank them for the compliment because my clients, my agency and I seemed to recognize and use long-term customer value, and even wrote about it long before they did.

Data Driven ROI

The One-to-OnePass

The latest version of Continental Airlines’ One-Pass newsletter reflects a deep customer file, a mandate to save money — and ultimately a desire to offer passengers more pertinent communications.

Data Driven ROI

Four Myths About Retail Loyalty Programs

Most retail loyalty programs are alike, and many are failing in their basic mission. Consumers and retailers are feeling disillusioned, but the programs are not the problem. It’s the mindset behind them.

Data Driven ROI

Data Debris

Direct marketing in the United States will generate $1.85 trillion in 2005, 7%of the country’s $26 trillion total sales, according to a new study released by the Direct Marketing Association.

Data Driven ROI

10 Steps to Prepare Your Data for Direct Marketing

If your customer and prospect data aren’t accurate, trustworthy, and actionable, your direct marketing campaign is doomed, no matter how sterling every other aspect of it is. Happily, Highlands Ranch, CO-based database marketing company Dovetail has come up with a checklist

Data Driven ROI

Most-Redeemed Loyalty Reward: Gift Certificates

Once again, research shows that what consumers want and what they say they want are two different things. According to research conducted by Maritz Loyalty Marketing, consumers chose gift certificates over cash, merchandise, and travel rewards when trading in loyalty points built up on their bank-issued credit cards last year. But when signing up for credit-card loyalty programs

Data Driven ROI

CDW Offers Something for Everybody

You wouldn’t send a special report on small business tax relief to government clients, would you? That’s why CDW, a technology solutions provider, sends out separate weekly e-newsletters—CDW for businesses, and CDW-G for government and education recipients.

Data Driven ROI

The Art and Science of E-Zines: An Interview with Todd Smart

Todd Smart has strong views on e-mail newsletters. As well he might, for his company, BeTuitive Marketing, specializes in helping clients build relationships through e-newsletters and blogs.

Data Driven ROI

Want High Open Rates? Send Your First Issue

It’s a familiar syndrome in the e-mail newsletter business. The first issue pulls a great open rate. Then the second issue goes out and the opens are in the lower double digits. Does this mean you have a turkey on your hands?