DM News to Launch Newsletter on Database Marketing
Founding sponsor for the e-newsletter will be Merkle, the full-service database marketing firm in Lanham, MD, which offers a broad suite of services ranging from strategic consulting and business intelligence to database building, analytics, list processing, mail and response services.
Opt-in subscriptions will be free, with an initial circulation level of 30,000 recipients. Subscriptions may be obtained on the DM News Web site at www.dmnews.com/html/subscribe.html
DM News editor in chief Tad Clarke indicated that the newsletter is being published because of a growing demand for information on the efficient implementation of database marketing strategies that expand direct marketers' response levels while lowering costs and increasing customer lifetime value.
"The execution of database strategies is just as important as the strategies themselves," Clarke said. "This is such an important discipline to direct marketers that we realized we needed a separate e-letter devoted to the subject."
Clarke said the publication will carry regular coverage of new database marketing services and solutions, case studies of successful applications, white papers from experts and suppliers and news of campaigns, contracts, people and companies in the database marketing, CRM and data services field.
Mike Savage, vice president of marketing at Merkle, agreed that the strategic, integrated use of multisourced data, analytics and data infrastructure provide the competitive edge that companies require to retain existing customers, attract new ones, and realize return on their marketing investment.
"We are seeing that database marketing is playing a greater role at the executive table. The increased relevance of DBM and the role that it plays in overall marketing strategy is becoming equally as critical as brand strategy and customer management strategy. There is a heightened need for the insight and knowledge that is generated by database marketing. We are pleased to see expanded coverage of this important topic, and are excited to participate in this targeted publication," he said.