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Integrating e-mail with traditional marketing methods

Doug Marshall, senior manager of service solutions and operations, Responsys July 01, 2008

It is an unfortunate reality that, in many organizations, marketing is broken down in silos, and even though a company's message may be consistent from one channel to another, the channels do little to help one another.

In Circulation: Men's Health turns to mobile

Lauren Bell June 30, 2008

Men's Health is making a play for more engaged audiences and better advertiser ROI with its July/August issue: the Rodale title has partnered with mobile marketer SnapTell to add mobile components to print ads

A Controlled Engagement

Christina Vasiliadis, circulation director, Institutional Investor June 30, 2008

Institutional Investor is a monthly paid-controlled publication which is 95% controlled. With online access available only to paid subscribers, the limitations of a monthly publication cycle and re-qualification for controlled subscription beginning in month eight, the challenge was to engage subscribers to increase retention rates.

How campaign optimization leads to higher conversions

Rich Kahn, CEO, eZanga.com June 30, 2008

"How can I get more conversions from my pay-per-click [PPC] campaign?" is a common question in the online advertising industry. Tracking software is a key component in your campaign optimization arsenal. Using efficient software significantly increases the performance of your campaign.

Learn how prospects read mail

Dean Rieck, copywriter, Direct Creative June 30, 2008

I'm forever amazed at how out of touch some marketing people are with the way real people interact with ad messages. Take direct mail, for example. To hear some marketing gurus talk, you'd think people camped out beside their mailbox waiting for the mail truck to pull up.

Fusion search: How you can find the right mix of data

Adam Riff, director of search, MediaWhiz June 30, 2008

With increasing costs and competition in search, marketers must continue to be creative to achieve a high return on advertising spend. One answer may be fusion search, which is a method of "fusing" data to execute multiple search techniques simultaneously.

How should the US push the census?

June 30, 2008

Professional marketers know it is difficult to get accurate, timely data from many sources. Two experts debate the best way to apply DM knowledge to collecting census data more efficiently.

Listen to consumers to get smart on behavior

Rich Benci, president, RealAge Inc. June 25, 2008

In direct-to-consumer marketing, we track consumer behavior with software cookies, CRM databases, data and other whiz-bang tools. Yet few of us realize the small steps that lead individuals to embrace new products or procedures.

See success with a four-stage customer migration plan

Matthew Martin, director, analytics at Rapp Collins June 25, 2008

Leveraging all available customer touchpoints to drive relevant brand interaction is the future of marketing. But different layers of process — including data capture, analytic scoring, database design and technical infrastructure — create dependencies which can cause even the most seasoned multi-channel marketers to rethink their chosen occupation.

Savvy retailers turn to e-mail to improve P&L in a down market

Russell McDonald, CEO, iPost. June 24, 2008

In this tightening economy, savvy marketers are learning they must evolve their tactics to ward off extinction or at least a downturn. For years, many have relied on tried and true direct mail. Certainly the benefits of a visually stunning, branded catalog can't be ignored. But in a down economy, the rising cost production has many turning a skeptical eye on the old standby and looking at ways to cut costs, optimize P&L and bolster the bottom line.

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