Don't Let Digital Give You a False Sense of Precision

Don't Let Digital Give You a False Sense of Precision

Consumers make irrational purchase decisions; help them choose you.

Challenges and Opportunities in Digital Marketing

Challenges and Opportunities in Digital Marketing

Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.

PRC Chief Tells What Will Keep the Postal Service Going

PRC Chief Tells What Will Keep the Postal Service Going

Though he never clerked a Post Office or walked a carrier route, Robert Taub does have serious postal street cred, having helped craft the 2006 Postal Accountability and Enhancement Act.

Inside the Inbox: An Analysis of Consumer Email Habits

Inside the Inbox: An Analysis of Consumer Email Habits

Marketers can learn a lot by simply looking at how consumers email each other.

Email and Phone Uber Alles

Email and Phone Uber Alles

Those two old standbys command the highest ROI and response rate, respectively. Social and mobile are still waiting for their cab to arrive.

Multichannel Attribution: Counting the Goals and Assists

Multichannel Attribution: Counting the Goals and Assists

TD Bank Group's senior manager of customer segmentation says marketers need to go beyond last touch if they hope to score.

Three Ways Collaboration Catalyzes Omnichannel Marketing

Three Ways Collaboration Catalyzes Omnichannel Marketing

If there's more talk about marketing than there is action delivering it, collaboration may be lacking.

Email Marketers Make a Big Impact With Big Data

Email Marketers Make a Big Impact With Big Data

Finally, email campaigns emerge from the Dark Ages with today's major infusion of Big Data.

Canada's Spam Law Has First Violator

Canada's Spam Law Has First Violator

The Canadian training company Compu.finder is hit with a $1.1 million fine for emailing without permission.

To App, or Not to App?

To App, or Not to App?

Not every business needs a mobile app, but there are times when marketers should invest in these more detailed experiences.

The Story of the Mailing Industry Is Begging to Be Told

The Story of the Mailing Industry Is Begging to Be Told

The Postal Museum is now laying the groundwork for telling the complex and significant story of the mailing industry.

The Best (and Worst) Words to Use in an Email Subject Line

The Best (and Worst) Words to Use in an Email Subject Line

Can you guess which words can make or break an email campaign? A new study reveals the answers.

4 Reasons Marketers Need to Master Mobile

4 Reasons Marketers Need to Master Mobile

Four experts discuss why mobile marketing is so important now and provide advice on what areas of mobile will be critical to master in the coming year.

Will Direct Mail Morph Into the Internet of Postal Things?

Will Direct Mail Morph Into the Internet of Postal Things?

"The mailing industry is at an important juncture of transformation," says Bell & Howell CEO Ramesh Ratan.

The 3 Pillars of Customer Lifetime Value

The 3 Pillars of Customer Lifetime Value

Direct mail is far from dead, especially when it comes to customer lifetime value.

Shedding Light on Dark Social

Shedding Light on Dark Social

A huge portion of valuable analytics remains untapped. Analysts reveal how marketers can unlock the potential of dark social.

#EmailsWithHashtags

#EmailsWithHashtags

Hashtags in email subject lines can amplify a message and create a personal connection.

4 List-Building Myths Debunked

4 List-Building Myths Debunked

Marketers agree that email is the optimal channel for lead gen, but not necessarily on how to best leverage the channel for this purpose.

Will Megan Brennan Deliver the U.S. Postal Service?

Will Megan Brennan Deliver the U.S. Postal Service?

Megan Brennan will make history in February by becoming the first woman to assume the office of Postmaster General.

Email Marketing in 2015: What's In and What's Out

Email Marketing in 2015: What's In and What's Out

Hashtags and predictive analytics are hot; static emails and staid subject lines are not.

5 Social Media Marketing Myths Debunked

5 Social Media Marketing Myths Debunked

Not all social media best practices are good choices for marketers; here's a breakdown of five common social myths.

Email Personalization in 2015

Email Personalization in 2015

Salutations and names aren't enough. One pundit shares how marketers can make their email messages more personal and impactful in the New Year.

Marketers Exaggerate Their Digital Prowess, Says Report

Marketers Exaggerate Their Digital Prowess, Says Report

Don't buy into the hype. More than half of companies are not using digital marketing technology, reveals 451 Research's study of software buyers and vendors.

The Era of Socialcasting

The Era of Socialcasting

Broadcast and social campaigns are no longer separate. Now, it's all about socialcasting.

Yes, Direct Mailers, There Is a Santa Claus. No Rate Increase This January.

Yes, Direct Mailers, There Is a Santa Claus. No Rate Increase This January.

Ever since 2006, direct mailers have become accustomed to planning for a January hike in Standard Mail rates.

Marketers Debate Quality Versus Quantity in Lead Generation

Marketers Debate Quality Versus Quantity in Lead Generation

Lead generation is rarely a simple conversation, especially when it comes to the number of leads generated versus the value of them.

8 Email Marketing Myths Debunked

8 Email Marketing Myths Debunked

Our experts set the record straight.

Analytics vs. Instincts

Analytics vs. Instincts

Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.

Gopost Self-Service Parcel Lockers Appear in New York and Washington

Gopost Self-Service Parcel Lockers Appear in New York and Washington

Gopost lockers allow customers to pick up and ship packages.

Six Must-Know Steps for Creating Dynamic Email Content

Six Must-Know Steps for Creating Dynamic Email Content

The definition of dynamic email content is changing—what marketers need to know.

Direct Mail Remains Impactful

Direct Mail Remains Impactful

Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers will spend $45 billion on the channel in 2014.

Marketers Set Their Sights on (Real) Ad Views

Marketers Set Their Sights on (Real) Ad Views

Marketers no doubt want ad views, but what actually constitutes as an actual view is up for debate.

The Big Bang Theory Meets Big Data

The Big Bang Theory Meets Big Data

5 scientific approaches to create a successful, data-driven marketing campaign.

Multicarrier Systems Are High on Marketers' Gift List

Multicarrier Systems Are High on Marketers' Gift List

Free shipping and overnight delivery have become table stakes among e-commerce companies battling for holiday dollars, so failing to deliver as promised can have horrible repercussions.

Candidates Offer Change In The Form of Targeting

Candidates Offer Change In The Form of Targeting

A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.

6 Do's and Don'ts for Trigger Emails

6 Do's and Don'ts for Trigger Emails

Because one data point is never enough.

The Hidden Costs of Dirty Data

The Hidden Costs of Dirty Data

Marketers who want to optimize performance must eliminate bad data—and, yes, it's possible to do so.

82 More Postal Facilities to Close; Mailers Expect Not to Notice

82 More Postal Facilities to Close; Mailers Expect Not to Notice

The U.S. Postal Service has become very good at closing and consolidating postal facilities.

To Send or Not to Send More Email: That Is the Question

To Send or Not to Send More Email: That Is the Question

"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"

Mobile Attribution Is a Work in Progress

Mobile Attribution Is a Work in Progress

Marketers discuss the daunting task of—and potential solutions for—tracing sales back to mobile campaigns.

5 Ways to Enhance the Value of Social

5 Ways to Enhance the Value of Social

Experts weigh in on how marketers can leverage the increasing volume of social interactions to drive engagement and sales.

Five Ways to Get Customers to Share Data

Five Ways to Get Customers to Share Data

Incentives are one of the top methods marketers use to encourage customers to volunteer information.

Busting Myths on Email List Hygiene

Busting Myths on Email List Hygiene

Experts weigh in on the realities behind four email list hygiene myths.

Marketers' Love-Hate Relationship With Preference Centers

Marketers' Love-Hate Relationship With Preference Centers

6 preference center pros and cons that marketers should consider to improve the customer experience

Does Content Marketing Measure Up?

Does Content Marketing Measure Up?

Ultimately, the answer to the question of which metric is best for tracking content marketing performance is: It depends.

Load Leveling Forces Mailers To Rethink Delivery Dates

Load Leveling Forces Mailers To Rethink Delivery Dates

Load leveling aims to reduce overtime hours and promote safety for late-working letter carriers by spreading out the heavy volume of standard mail over the entire week.

Mobile Trends That Make Registers Ring

Mobile Trends That Make Registers Ring

M-commerce is changing the game for marketers by building a bridge between brick-and-mortar stores and online shopping.

3 Essential Email Metrics

3 Essential Email Metrics

The next wave of metrics for marketers will look at data that reveals customers' expectations, motives, and life experiences.

The Marketers' Big Data Playbook

The Marketers' Big Data Playbook

Marketing pundits share their top four game plans for Big Data.

A Snapshot of the 21st Century Marketer

A Snapshot of the 21st Century Marketer

Today's marketer needs to be digital, mobile, social, personal, and always on.

Is Your Marketing Customer-Centric?

Is Your Marketing Customer-Centric?

6 questions marketers can ask to determine if their marketing is customer-centric.

Are You Data Greedy?

Are You Data Greedy?

Marketers' constant hunt for insight can turn them into to data hoarders. Here are seven types of data that marketers stockpile but don't really need.

Pulling the Trigger on Email Marketing

Pulling the Trigger on Email Marketing

Marketers who use email triggers in their campaigns can spark precious, one-to-one digital conversations with customers.

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.

In a First, the PRC Releases a Special Report on USPS Finances

In a First, the PRC Releases a Special Report on USPS Finances

The Postal Regulatory Commission puts out its financial analysis ahead of its annual compliance report in the interests of "greater clarity, transparency, and accountability."

Content Marketing and Data Make Up AHRN.com's Brigade

Content Marketing and Data Make Up AHRN.com's Brigade

The Automated Housing Referral Network relies on data and multichannel marketing to cater to its niche military audience.

Omnichannel Challenges and Opportunities

Omnichannel Challenges and Opportunities

4 brands talk about what it takes to be a truly omnichannel retailer

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.

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