Topic | CRM

(Searchline) Google and Yahoo! Have moved to offer search advertisers sophisticated analytics tools that they hope will encourage firms to pour more budget dollars into their paid-placement campaigns.

How does a traditional marketer become a measurable marketer? While most organizations, B-to-B, B-to-C or nonprofit, exclaim “marketing accountability is a top priority,” most don’t have the necessary metrics in place to quantify their efforts.

No matter what the branch of marketing a firm is in or where that branch fits on the continuum, every successful marketer knows that there is a finite amount that an organization can afford to spend on each customer to promote its product or service. We call this the “Allowable Cost Per Order” or ACPO.

The Kitchen Witch bookstore, a French Quarter shop that sells new, used and rare cookbooks, doesn

Petco Animal Supplies is testing to see if including customer-written product reviews in its outbound e-mail will lift sales conversion rates. In January

AOL and a little-known company called Goodmail caused a firestorm last month when they announced that AOL would implement Goodmail's certified e-mail

ROUGHLY 3,000 MILES FROM cruise line Lindblad Expeditions' New York headquarters, bands of naturalists regularly crawl over the Galapagos Islands' marine

Tired of the usual dreck from Hollywood? Then do what many New York cinephiles do: Head to the Film Forum, a nonprofit theater, and catch up on challenging new films both from the U.S. and overseas. And if you can’t do that, sign up for the Film Forum e-mail newsletter.

A Boston-area Volkswagen dealership is testing a video test drive in the current issue of its e-mail newsletter. If successful, the concept will be rolled out to various dealers and brands nationwide.

There’s so much talk out there about e-mail reputation that it can be hard for marketers to determine how much attention to pay to it and what to care about. The bottom line is that every e-mail sender, including those who do newsletters, has an e-mail reputation to uphold.