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Q&A: Diane Berry, SVP, Coveo

Diane Berry, SVP of Coveo, discusses how companies can use customer data to align service, sales and marketing.
 

Glean customer data pool for marketing intelligence

With 2012 approaching, there is a single, inescapable trend that we are seeing, no matter the marketing channel: big data.
 

Hampton's PajamaJeans go viral with DRTV campaign

Hampton Direct, a direct marketer with previous direct response TV (DRTV) successes with the Total Pillow and the Wonder Hanger, faced a challenge with its 
PajamaJeans. Apparel is tricky to sell on direct channels, since the shopper can't feel the fabric or the fit of the garment.
 

Tracking DRTV orders leads to smarter media placement

With 300-plus direct response TV campaigns under our belt and more than 15 years of experience in online customer acquisition, I believe there's nothing more important than wrapping one's head around the critical roles of websites and search in DRTV campaigns.
 

Utilize digital channels for 
direct mail that resonates

Direct mail is more interesting than ever and our ability to leverage it effectively to acquire, retain and grow customer relationships gets stronger all the time. It is more expensive than its electronic brethren.
 

RMU boosts enrollment with personalized mail campaign

Rider Dickerson used the variable printing capacities and incorporated marketing software by MindFireInc. to execute a campaign that included personalized letters and postcards to 385,000 prospects, followed up with targeted emails.
 

Church marketer mails faster with automated presorting

Outreach Inc., one of the nation's largest providers of church-outreach programs, needed help during crunch times — especially around Easter and Christmas, its two top mailing periods. During Easter, it mails from 6 million to 10 million postcards, requiring employee overtime and sometimes outsourcing to meet deadlines.
 

New accounting rules will improve your loyalty books

Reward certificates, rebates, points and miles are well- known marketing tactics that have become standard operating procedure in the competitive travel and 
hospitality field. So it's fitting that a set of standard practices governing how companies account for incentives is about to be adopted in the US.
 

Targeted direct mail exceeds paid search advertising ROI

Commerce Payment Systems, a provider of credit card processing solutions, was prospecting for new accounts mainly through paid search, but its costs were rising sharply, and CEO Michael Mendlowitz began to reexamine the search marketing strategy.
 

Data mining helps UN credit union sell global credit cards

The United Nations Federal Credit Union (UNFCU), a nonprofit financial institution serving more than 90,000 United Nations agency staffers, retirees and their families, wanted to launch a Visa "smart card" aimed at individuals who travel frequently overseas.
 

Is marketing data quality driven by visions of green?

Hundreds of articles, webinars and materials have focused in the last few years on how marketers can become more environmentally friendly. While many organizations want to be considered green marketers with a reputation as good stewards of a healthy environment, are green goals really a driving factor behind marketing?
 

Distributor implements data management for more sales

The tough housing market has been a challenge for
companies such as BlueLinx Corp., a distributor of building products with more than 11,500 customers nationwide. It means merchandising products and services
efficiently is critical.
 

WPS Health Insurance test campaign leads to profits

In summer 2010, after the passage of healthcare reform, WPS Health Insurance charged SeQuel Response with the launch of supplemental health insurance for retirees too young for Medicare.
 

Godaddy.com's follow-through disappoints

My visceral reaction to this spot was positive. It was against the expectation of what Godaddy.com was known for: misogynist, salacious marketing. Instead, this spot was fun and self-deprecating.
 

Insurance marketers broaden reach by expanding into new channels

Insurance marketers kicked off 2011 with a plethora of new direct response campaigns, from TV spots to Facebook sweepstakes.
 

Health insurer exceeds goal

Part of the Obama administration's health reform legislation shortened the annual marketing and enrollment period for Medicare Advantage, from six months to three months.
 

Quick response codes draw crowd at ImageOut festival

The ImageOut Festival in Rochester, NY has steadily grown in its 18-year history, most recently screening 87 films to more than 10,000 attendees last October. This year, the festival sought further expansion of its marketing efforts.
 

Delivered

What's in our mailbox this month: Nonprofit
 

SPCA in Hong Kong appeals to the craving for more space

The Society for the Prevention of Cruelty to Animals in Hong Kong partnered with DDB and Tribal DDB to raise awareness of battery-farming practices in Hong Kong and elsewhere with the "Think Your Place is Small?" campaign. The campaign offers recipients a perspective on chickens' homes in captivity.
 

Abandoning the mail

Financial doomsday scenarios at the USPS, coupled with advancements in customer communications, are forcing marketers to prepare for a day when the US Mail is a far smaller piece of their business plans.
 
 

BMW surprises pro golfers with mirror cling invite

Automaker's creative approach sets it apart from the tournament crowd to promote brand to 'influencers'
 

What happened to the USPS's financial health?

The US Postal Service's financial health is directly tied to its sales volume. Therefore, the USPS is making plans to adjust its finances for 10 years from now, when mail volumes may drop.
 
 

Recruitment for the best

Colleges turn to myriad marketing tactics at a time of soaring enrollment
 

Creative content maximizes direct mail

Marketers squeeze maximum impact from their multidimensional and nontraditional shaped mailers with targeted creative packages. Our experts explain successful strategies using unique mail pieces
 

Creating better value in mailers

The recession caused marketers to rethink direct mail design for both customer acquisition and retention efforts.
 

Customized envelopes drive conversations

Marketers are making use of recent printing and production technologies to enhance the outer envelope with customized messages and other embellishments.
 

The Work: Steaz, Chilton Memorial, KCSM

Steaz reaches out through mom blogger, Chilton Memorial tries variable data, KCSM tunes up awareness with direct mail.
 

A comeback for credit cards

Now that the CARD Act is in place, many credit card companies have come out the gate this quarter with renewed vigor, ready write a new chapter in their marketing playbooks.
 

Sir Speedy, Rosetta, VistaPrint creative

Sir Speedy and PIP use Vertis' technology for dimensional mailings; Rosetta uses augmented reality to make it snow; VistaPrint uses social media to promote sweepstakes
 

Creative campaigns from Virtual Premise, Follet Software, Century Novelty

Virtual Premise looks for a lead-gen lift, Follet Software offers a free trial, Century Novelty reworks pay-per-click.
 

Creative campaigns from Zpizza, American Airlines, Huggies

Zpizza promotes loyalty program, American Airlines reaches out to businesses and Huggies engages mom bloggers.
 

JCPenney pioneers postal intelligence

JCPenney's postal affairs manager Ty Taylor discusses the retailer's catalog and mail strategy
 

Creative solutions from Hargray, DMA and CollegeAmerica

Hargray uses direct mail for holiday campaign; DMA gets personal with show attendees; CollegeAmerica geotargets prospective students
 

Creative solutions from Backroads, Lego, Qdoba

Direct mail campaign from travel company Backroads, Lego's search effort with iCrossing, Qdoba uses mobile to drive loyalty
 

Sports themes score for b-to-b

Business-to-business technology marketers have found that their audience of business decision makers responds well to entertaining messaging as a way to cut through the current economic malaise.
 

Mail is the workhorse of b-to-b marketing

Business-to-business marketers seeking hard-to-reach prospects and looking to address their pain points and know that direct mail provides key benefits as part of an integrated campaign. Four experts share how it's done
 

What you need to know about IMB

DMNews spoke with Tom Day, SVP of Intelligent Mail and Address Quality at the US Postal Service, about the basics of the Intelligent Mail barcode (IMB).
 

Mail's multichannel power

Direct mail remains an effective way for apparel marketers to send targeted messages that drive both online and offline purchases.
 

Creative campaigns from Cinnabon, The Room Place and Progress Energy

Hear what Will Payovich, director of creative services at Euro RSCG Chicago, thinks of recent campaigns from Cinnabon, furntiture store company The RoomPlace and Progress Energy.
 

Money-saving strategies for direct mailers

Thanks to the recent postage increase and economic pressure, mailers are once again in search of ways to cut costs and improve the efficiency of their efforts. Four industry experts share their best belt-tightening tactics.
 

Problem Solver: Are you prepared for the biggest postal change in years?

Beginning in late November 2009, mailers will be required to switch to full-service Intelligent Mail barcode (IMB) to qualify for greater U.S. Postal Service discounts. IMB offers a dynamic alternative to the extremely limited POSTNET barcode. As you prepare to make the switch to IMB, here are five tips to make sure you take advantage of IMB's benefits.
 

Creative campaigns from Redhook, Western Union, WEL Foundation

Find out what Norm Alger, VP/director, creative, Digitas Health, thinks of RedHook's "Liquid Goodness" campaign, Western Union's Chines New Year effort, and Wesley Enhanced Living Foundation's direct mail call for donations.
 

Inside the summer sale on mail

Stephen Kearney, SVP of customer relations for the US Postal Service, says a five-day postal week is 'probably going to be necessary' to reduce costs.
 

Direct mail done right

When it comes to direct mail, success can be measured in a variety of ways besides straight ROI — although raising response is, of course, the bottom line. Here are three direct mail campaigns that used creative ideas to overcome challenges and hit the mark.
 

Problem Solver: Is it smart for an online business to use direct mail?

Copywriter Dean Rieck explains why an online business should not limit its marketing initiatives to online-only and how an online business can reap the benefits of a direct mail campaign.
 

The picture of sales success

Tukaiz's Defino discusses how personalized images can help marketers
 

Color your campaigns to boost results

Whatever shade you choose, adding hues to your direct mail campaigns can work wonders. However, experts emphasize that you must address a variety of issues before making your colorful decisions.
 

Problem Solver: Are there simple ways to reduce my direct mail costs?

Smart direct mailers should always look for ways to cut costs. But in today's economic climate, cutting costs is a must. Paper, postage, and printing are all on the rise. Prospects have become more choosy about responding to offers. And marketing departments are being asked to tighten their belts and stretch their dollars.
 

Mailing out vacations

With marketing budgets dwindling, the direct mail channel is still a valuable opportunity for travel and tourism marketers.
 

The Economic Challenge: Direct mail success in a tough economy

With ever-tightening marketing budgets and an official recession, marketers must explore creative ways to promote their brands cost-effectively. While many companies consider e-mail or digital marketing as a cheaper way to reach consumers, experts say they shouldn't eschew traditional direct marketing at its expense.
 

Direct mail has staying power

"Is direct mail deader than disco?" That was the question recently posed by a marketer on a business networking Web site. Judging from the wiggle room now available in mailboxes across America, it might appear that the sentiment is one shared by many companies, especially with today's unprecedented economic trials.
 

From soup to stamps

The USPS' Bernstock on moving from the private sector to public sector
 

Cost-cutting insert strategies for 2009

Traditional media such as inserts can offer steady success in the coming year for marketers — especially in an era of postage and paper cost increases, say four insert media experts.
 

Get creative to cut direct mail costs

Today's marketers want to stay competitive in an uncertain economy, but direct mail can be expensive. Four experts share their tips for making a piece look good — but cost less.
 

Add dimension for direct mail success

There's no better way to stand out in your customer's inbox than sending a dimensional mail piece, say experts. But is it worth the extra cost? Four industry pros weigh in.
 

DMNews talks with Jeff Connally, president and CEO of CMIT Solutions

Jeff Connally, president and CEO of CMIT Solutions, an IT services company with about 100 franchise locations across the US, talks about the company's recent DM campaign, "Aspirin."
 

Insert choices vary by industry

Different verticals benefit from different types of insert media programs, depending on the lifestyles and habits of their target audience. Four experts comment on specific sectors.
 

Eye on the environment

USPS's Pulcrano on the challenge of sustainable postal operations
 

5 Tips: Improving direct mail ROI

Though direct mail has always been a reliable channel, personalized copy and unique offers can heighten response rates and improve ROI. Five experts offer tips on how to optimize your mail campaign.
 

DMNews talks with Doug Stone, advertising director at grocery distributor and retailer W. Lee Flowers and Co.

Doug Stone, advertising director at grocery distributor and retailer W. Lee Flowers and Co., talks about how to keep a weekly insert media program exciting.
 

Sprint to success

Loyalty and retention are key for the telecom leader — especially in b-to-b.
 

Make the move to greener mail

These days, everyone wants to make their direct mail more environmentally friendly — but you might be surprised by what tactics really work. Four experts share their go-green tips.
 

Sorting out postal law

The PRC's Langley discussed challenges for the US mailstream.
 

Take a look at insert media - in 3-D

Multimedia inserts in all shapes and sizes offer marketers the opportunity to stand out from the crowd. But what about affordability? Four experts weigh the pros and cons of 3-D.
 

Control costs by consolidating mail

Combining your mail with that of other catalogers and publishers can help secure optimal postal rates and effectively manage spend. Four experts weigh in on various "co-" methods.
 

Maximize your mail campaign value

At a time when postal rate increases are squeezing many marketers' mail budgets, getting the biggest bang for the buck is essential. Experts show how the right print strategy can help.
 

Sell through a slump

Home sales are sliding, so marketers need to start spending their money wisely — which is where the right direct marketing strategies begin to shine.
 

Credible campaigns

Credit card, bank and other financial services companies face a shrinking prospect pool, so they must find the right ways to connect with their targets.
 

How can the USPS better serve mailers?

John Ward, President of Mail Services at Pitney Bowes, and Michael Gauthier, President and CEO of MarketShare Inc., discuss how the USPS can improve its service.
 

For insert marketers, size matters

Creative is important to any campaign — but for insert offers, weight, dimensions and paper choices are just as critical. Our expert panel weighs in on these elements
 

DMNews talks with Dan G. Blair, chairman, Postal Regulatory Commission

Q: How would you describe the PRC's role in relation to the USPS?
 

Get personal with print marketing

Today's technology advancements in personalized printing services can make your direct mailings more effective. Four experts discuss how to take advantage of these options.
 

Dimensional mailer generates 20% response rate

Having a good relationship with building owners and property managers is a must for Captivate Network, which sells advertising on over 7,600 TV screens inside office building elevators.