5 Factors for Maximizing the Impact of Video

5 Factors for Maximizing the Impact of Video

Although some marketers will argue that virality is a kind of magic, there are strategic ways to increase the likelihood of your video's success.

Is the Inbox Out for Mobile?

Is the Inbox Out for Mobile?

Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.

How to Rock the Data That You Have

How to Rock the Data That You Have

Four data experts break down the do's and don'ts of how marketers can make the most of the data that's served to them directly.

Direct Mail's Dynamic Duo Gird for a Fight on the Senate Floor

Direct Mail's Dynamic Duo Gird for a Fight on the Senate Floor

The postal exigency saga continues. Direct Marketing News Senior Editor Al Urbanski breaks it down for you.

As Postal Reform Slogs Along, the Exigent Rate Appears Here to Stay

As Postal Reform Slogs Along, the Exigent Rate Appears Here to Stay

The bad news? The 4.3% exigent rate increase is almost sure to endure. The good news? Mailers enlisted a stalwart defender of their cause on Capitol Hill.

Data Storytelling Is Always On Trend

Data Storytelling Is Always On Trend

Telling stories through data helps marketers identify problems (or recognize opportunities) and zero-in on a solution.

Content, Measure for Measure

Content, Measure for Measure

Unfortunately, there's no magic bullet to help you measure the impact of your content marketing. But strategy (versus "random acts of content") is essential.

How Email Wins Customers

How Email Wins Customers

Email is a mainstay for lead nurturing and customer retention. It can also be a powerfully effective channel for customer acquisition.

Care.com Tends to its Emails With Mobile Optimization

Care.com Tends to its Emails With Mobile Optimization

The caregiver site looks after customers' mobile needs by optimizing its emails for mobile.

A New View of DRTV

A New View of DRTV

The "yell-and-sell" TV ads from the early days of direct response haven't gone away. But DRTV advertising is evolving as much as other marketing channels.

The Data Privacy Pot Comes to a Boil

The Data Privacy Pot Comes to a Boil

With things heating up in D.C., marketers can't stand on the sidelines.

What to Do When You Shouldn't Have Hit Send

What to Do When You Shouldn't Have Hit Send

Here's what marketers should and shouldn't do after sending a flawed email and what they can do to avoid future mistakes.

Mailers Prepare to Deal With a Walloping Postal Rate Increase

Mailers Prepare to Deal With a Walloping Postal Rate Increase

Throughout Q4 2013, direct mailers fought to derail the 4.3% exigent postal rate increase that went into effect on January 28.

Don't Fight Hackers, Join Them

Don't Fight Hackers, Join Them

If you want to win the digital marketing wars of the future, you've got to start hacking, says Mondelez International's VP of global media.

How to Save the Postal Service

How to Save the Postal Service

We asked the experts to share their postal-survival checklist.

Fast Facts: January 2014

Fast Facts: January 2014

Some quick info hits to keep you up-to-date, including the percentage of U.S. shoppers who switch service providers due to poor customer experiences.

Defining Social Analytics

Defining Social Analytics

Here's a taxonomy of what social analytics means, what types of objectives marketers should set, and what they should look for when selecting analytics tools.

Word to the Wise: Customer Listening

Word to the Wise: Customer Listening

Customer listening should always be followed by analysis and action.

4 Modern Themes in Segmentation

4 Modern Themes in Segmentation

The availability of background and behavioral data is so wide that a growing number of companies are avidly segmenting.

Are Cookies Going Stale?

Are Cookies Going Stale?

Cookie blocking doesn't just affect advertisers; the change will also impact online marketers. With cookies out, new standards will arise.

Reacting to Social Behavior

Reacting to Social Behavior

When marketers hear the word "social," their minds immediately roll through a list of networks. But social isn't about networks; it's about consumer behavior.

The Future of the USPS

The Future of the USPS

Ron Stroman, Deputy Postmaster General of the USPS, maintains a firm belief that postal reform can be enacted by Congress in the coming months.

When Segments Overlap

When Segments Overlap

Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one complex science.

10 Best Bets for Avoiding the Spam Filter

10 Best Bets for Avoiding the Spam Filter

We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.

The 10 Biggest Myths in Digital Marketing

The 10 Biggest Myths in Digital Marketing

With a bachelor's degree in engineering and a masters in computer science, Mead Johnson's Steve Surman is digital marketing's Mr. Inside. Here he tells what should be tossed outside.

Anatomy of an Exigent Postal Rate Hike

Anatomy of an Exigent Postal Rate Hike

The only other time the USPS asked for an exigent rate increase it was turned down by the Postal Regulatory Commission. This September Postal Board of Governors Chairman Mickey Barnett announced a request for a 4.3% exigent increase.

Marketing Mix Modeling in Need of an Update?

Marketing Mix Modeling in Need of an Update?

Marketing mix modeling has recently come under some criticism. Concerns are being raised that this strategy fails to be granular, comprehensive, or quick enough for today's marketing needs.

Attitudinal and Behavioral Data: Better Together

Attitudinal and Behavioral Data: Better Together

Funny thing about customers: They say one thing then do another. This can lead to conflict between attitudinal and behavioral data. And that can create a rift in aggregated customer data.

Gmail Tabs: For Better or For Worse

Gmail Tabs: For Better or For Worse

The debate continues on whether Gmail Tabs are good or bad for marketers.

Holiday Email Strategy: Naughty or Nice?

Holiday Email Strategy: Naughty or Nice?

The holiday shopping season begins earlier each year—and with it comes an increase in email marketing. How can you make sure your brand stands out?

Much Ado About Big Data

Much Ado About Big Data

Everyone's talking about Big Data, but are they talking about the right things?

Uncovering Customer Intent to Drive Conversions

Uncovering Customer Intent to Drive Conversions

Brands can now evaluate the implicit actions from remote customers and use the information to improve the efficacy of the online shopping experience.

Chances That Senate's Marketplace Fairness Act Passes House? Remote

Chances That Senate's Marketplace Fairness Act Passes House? Remote

Despite the passing of The Marketplace Fairness Act this past April in the Sentate, the bill faces a rough road in the House.

Abandon Those Shopping Cart Woes

Abandon Those Shopping Cart Woes

Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?

The Long, Gradual, and Painful Goodbye

The Long, Gradual, and Painful Goodbye

Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.

A Welcome (Email) Strategy

A Welcome (Email) Strategy

If it ain't broke, don't fix it, the saying goes, and in the world of digital marketing that old quote refers to nothing if not welcome emails.

Hopes Rise for New Postal Reform Bill

Hopes Rise for New Postal Reform Bill

The fight for postal reform continues, and hope springs eternal.

Creating Five-Star Synergies

Creating Five-Star Synergies

There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.

Mobilizing Resources

Mobilizing Resources

Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?

B2B Email Gets Contextual

B2B Email Gets Contextual

Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.

The USPS in the Digital Age

The USPS in the Digital Age

The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.

7 Don'ts for Email Marketers

7 Don'ts for Email Marketers

Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.

The Voice of the Customer in the Digital Age

The Voice of the Customer in the Digital Age

Here are three brands using VoC techniques to build and maintain customer engagement.

BuzzFeed and Old Spice on Engaging Social Content

BuzzFeed and Old Spice on Engaging Social Content

Marketers need to solidify their content ideas before deciding on which social network their content will live.

3 Effective Ways to Make E-Commerce More Engaging

3 Effective Ways to Make E-Commerce More Engaging

It's relatively easy to engage customers on e-commerce websites when marketers know who those customers are, but what about customers who don't sign in?

Using the Second Screen to Drive Customer Engagement

Using the Second Screen to Drive Customer Engagement

Today's consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.

Marketers Pause the Text and Play up the Video in Email

Marketers Pause the Text and Play up the Video in Email

In terms of audience retention and videos, one minute of video is worth 1.8 million words.

Without Five-Day Delivery, Will Rates Increase for Mailers?

Without Five-Day Delivery, Will Rates Increase for Mailers?

When the USPS announced in February a plan to eliminate mail delivery on Saturday, mailers approved.

Turning Loyal Customers Into Brand Evangelists

Turning Loyal Customers Into Brand Evangelists

Customer loyalty and brand evangelism is all about engagement, whether you're a regional brand or a national corporation.

USPS: The Next Amtrak?

USPS: The Next Amtrak?

Concerning the future of the USPS, one thing is abundantly clear: It is going to change, sooner rather than later, and in significant fashion.

Everyday Email Essentials

Everyday Email Essentials

Here are three must-have data sets that every marketer should include in his or her email strategy.

Liking Social Data

Liking Social Data

Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.

List Buying Versus List Building

List Buying Versus List Building

Building a list takes time and resources, but some experts say that buying the wrong list can cost businesses their reputation.

Digital Hones Brands' Value-Added Services

Digital Hones Brands' Value-Added Services

Nike and Charmin "market" by providing digitally enhanced services that build customer loyalty.

Content Isn't Marketing Without a Strategy

Content Isn't Marketing Without a Strategy

Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.

Big Data Needs Big Planning

Big Data Needs Big Planning

Are you a marketer who's been pressured to get with the Big Data program but have no idea where to start? Read on.

Opportunity is in the Mail

Opportunity is in the Mail

When samples are energized by social media interaction and online engagement, they can command a premium price.

NFC on the Ascendant

NFC on the Ascendant

Forget visual only ads. If some mobile direct marketers have their way, consumers will be tapping posters, in-store signage, and even print ads in the near future using NFC.

Once Hot, SMS and QR Codes Become Old Marketing Standbys

Once Hot, SMS and QR Codes Become Old Marketing Standbys

As mobile technology develops, SMS and QR codes might begin to look like marketing dinosaurs when compared to newer tools like near field communication.

Content's Digital Domain

Content's Digital Domain

The challenges and opportunities of online content syndication.

Should Agencies Build Tech?

Should Agencies Build Tech?

In the ongoing search for a competitive edge, agencies are developing in-house solutions to avoid reliance on technology vendors and improve communication.

Will Mobile Apps Give DRTV Appeals Their Due?

Will Mobile Apps Give DRTV Appeals Their Due?

DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.

Lead Nurturing: Finding the Sweet Spots in the Marketing Funnel

Lead Nurturing: Finding the Sweet Spots in the Marketing Funnel

B2B marketing can be tricky business. One of its biggest challenges is that prospects can go underground for months at a time without actually losing interest.

The Click That Counts

The Click That Counts

Marketers are getting sharper at attributing which online ad impressions lead to conversions.

How to Be the Perfect (Content) Host

How to Be the Perfect (Content) Host

Hosting content online can often leave brands with a dilemma: go for social or go for website traffic?

Segmenting the Privacy-Centric Customer

Segmenting the Privacy-Centric Customer

Privacy-centric consumers tend to be over 40 and educated, but can lift their angry voices up from any demographic sector if provoked.

Use Showrooming to your Advantage

Use Showrooming to your Advantage

Here's how retail outlets spell nightmare: S-H-O-W-R-O-O-M-I-N-G.

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.