CRM

• Agencies

  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.

• Agencies

  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.

• Agencies

  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.

• Agencies

  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.

• Agencies

  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.

• Agencies

  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

• Agencies

  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

• Agencies

  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.

• Agencies

  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.

• Agencies

  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?