Editorial Articles

With finger on DM creative pulse, DMNews to partner on Caples Awards

Eleanor Trickett May 12, 2008

You may have noticed that the Private View element in The Work has recently been expanded, to allow the cre­atives that generously give their time to critique the work we run in the feature a little more space to show off their insights.
 

E-mail marketers must recognize changing consumer needs

Eleanor Trickett May 05, 2008

I spent two evenings without Internet or American Idol last week, thanks to the "catastrophic failure" of my Verizon FiOS equipment. Checking my Gmail at work, the two evenings added up to 140 non-spam messages. Of the daunting 116 com­mercial messages, 112 came as a result of my having opted in.
 

Premium customer service at the price of low retention a poor investment

Eleanor Trickett April 28, 2008

When a company begins an announcement with the words, "To further enhance a great customer experience..." what frequently follows is a statement that might suggest otherwise. Dell began its announcement of its new premium support option thusly, and as it outlines the inarguably great benefits — paying customers can talk to the same, North America-based technicians every time they have a problem — it is an unfortu­nate reminder of how quality assistance can often be lacking from many companies' customer service arms.
 

Retailers hoping to rebound with tax rebate campaigns

Eleanor Trickett April 21, 2008

Now that Tax Day is behind us, retailers are waiting to see if the government's stimulus checks will be spent, or socked away. Many retail brands have already been campaign­ing creatively to persuade Americans that it is their duty to their economy to flood the money into stores.
 

Yahoo innovates in wake of Microsoft bid

April 11, 2008

Like a gone-to-pot husband ambushed by Queer Eye for the Straight Guy, Microsoft's heavy hand of intervention has had Yahoo scrabbling to clean up its act and trying to remind itself, and the world, that it was once young and attractive.
 

Tough times breed ingenuity, creativity for Inserts

Eleanor Trickett April 07, 2008

With the confluence of postal increases, consumers' green advocacy and soaring paper costs, it wouldn't be unreasonable to think that insert media is one of the print-rooted areas that are currently under attack.
 

Global consumerism spawning international DM expansion

Eleanor Trickett March 28, 2008

It's a reality now that marketers and their DM partners are feeling the effects of shifting, even declining, budgets, and many are nimbly making tweaks to their business models. InfoUSA is like many others who are grappling with the slow­ing growth of the direct mail business, and it has worked to build up its technological capabilities, enhancing the power of its database offerings.
 

One size does not fit all for b-to-b campaigns

March 21, 2008

As this week's feature on AXA Equitable Life illus­trates, b-to-b marketing can be all the more powerful if market­ers remember that the business community they're targeting is still, when it comes down to it, made up of consumers.
 

DMNews plans Agency Business Report for industry perspective

Eleanor Trickett March 14, 2008

I've had several interesting conversations over the past couple of weeks pondering a tricky subject: What is the definition of a DM agency? It used to be easier to define. Mostly, they were defined by what they were not — the branding ad agency, which controlled and advocated for broadcast spend. These were the data guys, who liked to send stuff through the mail.
 

Credit card co.'s valuing customer retention over acquisition

Eleanor Trickett February 22, 2008

Two pieces of research came out last week that attempted to quantify some of the impact the credit crunch has had on the direct marketing world. Synovate's Mail Monitor subsidiary cited a 14% year-on-year decrease in credit card direct mail volume in Q4 2007. And Mintel Comperemedia brings in a more nuanced point that the annual decrease in credit card solicitations to non-customers from 2006 to 2007 is 11%, but loyalty-based offers sent to current customers actually increased by 16%.
 
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