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Email Marketing

Maximizing email

Avoiding common email marketing mistakes will ultimately drive better campaign ROI.
 
Digital

Dell's transformation

Dell strives to better target its customers and market its brand.
 
Digital

Game time

Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?
 
Digital

Q&A: Tim Anderson, SVP of retail and foodservice, Challenge Dairy

Tim Anderson, SVP of retail and foodservice, Challenge Dairy, on the company's use of engaging, interactive marketing.
 
Digital

Apps emerge as ideal interactive partners

These apps do the trick when it comes to interactive gamification.
 
Multichannel Retail/E-commerce

Q&A: Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp.

Jennifer Barrett Glasgow, global privacy leader, Acxiom Corp., discusses privacy concerns among global marketers.
 
Multichannel Retail/E-commerce

Nivea's billion-dollar, global multimedia campaign cleans up

Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.
 
Multichannel Retail/E-commerce

Going global

To grow their scale beyond borders, marketers must 
negotiate a maze of channels, data and cultures
.
 
Database Marketing/CRM

Carlson customizes loyalty programs

Hospitality and travel company Carlson relaunched its Goldpoints Plus hotel loyalty program on March 31. The revamped Club Carlson loyalty program featured free in-room Wi-Fi, no blackout dates, rollover nights and complimentary room upgrades, among other benefits.
 
Database Marketing/CRM

Fierce loyalty

Competition 
among loyalty
 programs is
 more intense 
than ever, but
 are consumers 
cooling to them?
 
Multichannel Retail/E-commerce

Boom times for integrated ROI

As marketers begin to connect the dots between their integrated programs' online and offline elements and tag offline elements with digital components, they are on the cusp of attaining fully measurable cross-channel initiatives.
 
Multichannel Retail/E-commerce

Q&A: Mark Krebs, VP of marketing, Kirkland's

Mark Krebs, VP of marketing at Kirkland's, discusses his company's integrated marketing media mix.
 
Multichannel Retail/E-commerce

Mastering 
the mix

With the explosion of media choices, today's consumers are everywhere at once — and yet, never in one place for very long.
 
Features

Q&A: Bernard Luthi, VP of marketing, Web management and customer service, Newegg

Bernard Luthi, VP of marketing, Web management and customer service at Newegg, discusses how his company uses DRTV.
 
Features

Home shopping TV channels also broaden reach

As DRTV marketers move well beyond their own traditional medium, companies that were built as shop-from-home cable TV networks are doing the same, broadening the appeal beyond TV. HSN (formerly the Home Shopping Network), QVC and ShopNBC have all enhanced sales capabilities online and through mobile devices.
 
Features

More than television

Marketers are integrating their DRTV strategies with online tactics
 to grow consumer response and improve measurement capabilities
.
 
Features

Beyond Leads

Alex Palmer

B-to-b marketers are finding innovative ways to convert business not just to customers, but long-term partners.
 
Features

Q&A with Christa Carone, CMO of Xerox Corp.

Christa Carone discusses Xerox's b-to-b client retention strategy.
 
Features

Tips for measuring ROI in a b-to-b campaign

Gauging the effectiveness of marketing continues to be a challenge, but this is especially true of companies whose marketing activities support retention or upsell within existing accounts. But vague metrics can become manageable once marketers set specific goals.
 
Digital

Marketers give social thumbs up

Alex Palmer

Facebook's ubiquity creates opportunities for 
marketers to reach customers with more 
relevant and interactive messages
.
 
Digital

Master social media ROI

Alex Palmer

Measuring the value of marketing efforts on Facebook 
remains a mix of art and science. While most marketers agree that putting an exact value on the fans, shares or interaction on Facebook is difficult, they do express optimism that the Facebook ROI moment is not far off.
 
Digital

Q&A: Sarah Personette, director of global agency relations, Facebook

Alex Palmer

Sarah Personette, director of global agency relations at Facebook, discusses her new unit.
 
Database Marketing/CRM

Brands enhance lead generation strategies

Marketers' lead generation tactics have grown more sophisticated. They are spending more time nurturing and scoring leads in favor of quality, a move away from the days of buying up big lists and collecting business cards.
 
Database Marketing/CRM

Tracking leads

Marketers employ a broad spectrum of behavioral tracking techniques to differentiate good leads from bad leads, effective campaigns from ineffective campaigns and 
to establish the best way to respond in either circumstance. Analyzing email click-through, email open rates, time on site and page views are among the many different statistics accessible today to qualify leads.
 
Search Marketing

Darwinian chase through search
 marketing

Marketers' search programs must be laser focused but nimble to keep up with algorithm tweaks and social and mobile while not neglecting the essentials of SEO that can organically propel brands to the top.
 
Search Marketing

Fine-tune search data analysis

The purpose of search engines' evolving complexities may be to deliver more precise results for users, but a byproduct of that accuracy is more targeted data collection for marketers.
 
Production and Printing

Print stages a comeback

Dianna Dilworth

The printing industry's newfound creativity has recaptured marketers looking for impact as it races to compete against its digital brethren
 
Production and Printing

Rising paper costs, postal price increases force adjustments

Marketers sound off on how rising costs are impacting strategies
 
2011 Agency Business Report

Magazine industry pushes change

Dianna Dilworth

A US Postal Service update to its periodical content rules last July gave marketers a new route to send creative print materials at a discount.
 
Multichannel Retail/E-commerce

Hooked on discounts

Mercedes Cardona

Online retailers drove a holiday season of aggressive discounts that may be ingraining a culture of 24/7 bargain hunting among their customers.
 
Multichannel Retail/E-commerce

Discount mastery

Mercedes Cardona

Despite a seemingly nonstop deal-of-the-day bonanza this past holiday season, retailers remained careful in determining how to position price cuts.
 
Multichannel Retail/E-commerce

Interview with David Friedman, president of marketing at Sears Holdings

Mercedes Cardona

"E-tailing is a big part of what retail is today," says David Friedman, president, marketing at Sears Holdings Corp. He should know: Friedman, who joined the retailer in September 2010, is the former president, Americas, of interactive marketing agency Razorfish.
 
Digital

Mobile sets agenda

Ben Comer

Mobile advertising, once nascent, has grown into an increasingly important, but fractured marketplace.
 
Digital

How to navigate a mobile ad buy

Navigating a mobile ad buy can be confusing for even the most astute marketers. Michael Becker, co-author of Mobile Marketing for Dummies and MD at the MMA, answers some common questions.
 
Database Marketing/CRM

Innovations in loyalty

Marketers find new ways stand out by adding flexibility and better incentives
 
Database Marketing/CRM

Four ways to measure loyalty

Loyalty programs can help businesses retain customers, but they can also be expensive. In order to justify the spend, marketers must constantly assess these programs.
 
Direct Classic

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.
 
Features

Interview: Ruth Goldway, chairman of the Postal Regulatory Commission

Ruth Goldway, chairman of the Postal Regulatory Commission, sheds light on USPS's current challenges
 
Direct Classic

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.
 
Database Marketing/CRM

Washington takes aim at behavioral targeting

Ira Teinowitz

The rich online behavioral data that marketers rely on more and more is under siege by Washington
 
Database Marketing/CRM

How much information do marketers possess?

Ira Teinowitz

Companies such as BlueKai and its competitors offer a broad view of the variety of consumer information available to marketers, because its tools gather data, including specific keywords, product research behavior and price searches, from multiple websites.
 
Digital

Marketers 'check in' for social sales

Location-based social networks remain a nascent market, but a variety of organizations are finding ways to nurture and reward this growing, youthful audience
 
Digital

Video expands SEM reach for marketers

From how-to videos to viral, marketers find video can have a big impact on SEO strategies, at a time when YouTube has established itself as the No. 2 search engine
 
Multichannel Retail/E-commerce

Multichannel's new back-to-school look

Retailers are hoping an integrated marketing plan for this year's school shopping season will resonate with consumers of all ages
 
2011 Agency Business Report

Fight DRTV fatigue with creative tweaks

Ira Teinowitz

By implementing seasonal, competitive and promotional changes, the overall theme can be preserved — and the life of the ad extended
 
Digital

Bringing online and offline worlds together

More and more marketers are seizing the opportunity to integrate online and offline tactics in order to reach today's always-connected consumers and cater to their specific preferences.
 
Digital

B-to-b lead generation takes a social turn

Business-to-business marketers find that social media generates leads and strengthens relationships by connecting customers with people, products and information they seek
 
Direct Classic

Creating better value in mailers

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

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.
 
Roundtables

Roundtable: Inbox success driven by data integration

Marketers deal with many moving media parts today. E-mail, with its low costs and sophisticated segmentation capabilities, is often at the heart of the media plan. DMNews brought marketers, service providers and industry experts to the table to discuss the challenges inherent in this constantly evolving channel.
 
Database Marketing/CRM

Marketers take loyalty to the next level

Looking to hold on to customers in a down economy, marketers of all sizes across industry sectors examined and made changes to their loyalty programs.
 
Multichannel Retail/E-commerce

Data Segmentation drops the big, bad attitude

Chantal Todé

Audience segmentation and testing is important to direct marketers, who must reach their prospects with the most targeted, relevant messages possible to ensure the most ROI.
 
Digital

CARE reaches donors by joining social, search

Marketers can reach more than just Facebook friends or Twitter followers with real-time messaging now that search engines index the latest updates from social media sites.
 
Digital

DRTV plays lead in campaign strategy

Television ads drive consumer response in many channels, online and offline. Hoveround and other marketers are leveraging television as the centerpiece of their integrated campaigns.
 
Email Marketing

ElfYourself campaign mixes social and e-mail

Office supply giant OfficeMax builds on its ubiquitous ElfYourself viral holiday campaign by weaving social media and e-mail into the fabric of its direct marketing initiatives.
 
Database Marketing/CRM

Domino's delivers with centralized database

Mary Elizabeth Hurn

Pizza delivery dynamo Domino's has adjusted and evolved its CRM and list strategy for both direct mail and e-mail to address customers' preferences and their dynamic lifestyles.
 
Digital

Search and discover new opportunities

Direct marketers take search measurement beyond last-click metrics to determine its role in buying decisions.
 
Multichannel Retail/E-commerce

Brand marketers rethink e-commerce

Manufacturers and brand marketers overhaul Web presence to reinforce digital presence, provide superior customer experiences, and drive additional sales.
 
Digital

Travel Channel wins brand game

Marketers are finding success building Facebook games and fan pages to engage customers and build loyalty
 
Digital

Direct to drive social and behavioral gains

The economy will be top of mind for attendees at this year's Direct Marketing Association annual conference in San Diego, but direct marketers also see advantages and opportunities
 
Media/Circulation

Struggling publishers try customization

Chantal Todé

A customized publishing model using digital printing has the potential to help media companies recover from bleeding revenue
 
Multichannel Retail/E-commerce

DRTV clicks for sales

Direct response TV (DRTV), long used by marketers to drive immediate results, has typically been punctuated by phone operators who are standing by to take orders.
 
Multichannel Retail/E-commerce

E-commerce an easy sell

Retailers train their focus online in a tough market by investing in customer experience initiatives.
 
Media/Circulation

Publishers cross the digital divide

With challenges in print well-documented, newspapers and magazines find that boosting readership requires a multichannel content strategy
 
Digital

Billboards come to life by adding mobile

For EZ Lube, a car maintenance franchise based in Southern California, mobile marketing has brought the marketer's billboards to life and given its customers a way to interact with the brand.
 
Digital

Lexus targets affluent black women

Event marketing, online tie-ins and database marketing combine to generate leads
 
Database Marketing/CRM

Marketers weave web of loyalty

Many multichannel merchants are investing in the e-commerce customer experience as a way to drive results even as economic pressures force them to cutback in other areas.
 
Email Marketing

Multichannel momentum

The economic environment is still stormy, but retailers are starting
to test the waters with new demand-generating strategies.
 
Database Marketing/CRM

A global CRM view

Hilton Hotels offers more than picturesque vistas from its thousands 
of international properties — the chain also is working to build up its global efforts in all CRM-related channels.
 
Email Marketing

Newspapers engage with e-mail

As layoffs, closures and cutbacks dog newspapers, e-mail newsletters help monetize their online efforts and spur readership growth.
 
2009 Agency Business Reports

The new age of direct marketing agencies

In DMNews' first annual Agency Business Report, we found that DM agencies continue to evolve in order to stay relevant in a complex age of cross-channel marketing.
 
Direct Classic

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.
 
Database Marketing/CRM

Mining for (data) gold

Marketers no longer see data collection, quality, accuracy and storage as background functions, due to the need to squeeze value from every campaign. However, there are plenty
of obstacles to overcome, as we found in the first DMNews/CognitiveDATA Data Management Survey
 
Digital

Brands compete for app attention

No longer can companies debut a widget and wait for the kudos to come. Today, brands must market - and target -- their apps to see success
 
Digital

Creative gets ambitious with ad networks

Marketers add location and behavioral targeting to their ad network mix.
 
Database Marketing/CRM

Custom publishing's evolution

Brand marketers are turning to custom publishing more than ever, as the channel expands beyond print magazines to integrated content that serves to increase customer loyalty
 
Agency

The buzz on b-to-b

Today's b-to-b marketers face big challenges. We asked four b-to-b agency executives what their clients need and expect.
 
Database Marketing/CRM

Triggers are in fashion

Targeting multichannel customers requires an in-depth data view - how one retailer found the right route
 
Email Marketing

Strike up the brand with e-mail

Experts say it is e-mail's time to shine - not just as a lead generator, but as a way to help brands extend their message to a variety of audiences.
 
Multichannel Retail/E-commerce

Deals abound for DRTV

Major brands are reducing traditional TV ad spend — providing more opportunities for DRTV
 
Agency

The integration of Enfatico

For Dell — its top and currently only client — thebuilt-from-scratch agency takes its philosophy of global integration, analytics and efficiency to heart
 
Media/Circulation

Building b-to-b brands

Publishers of business-to-business magazines and Web sites say brand diversification will help them beat the economic downturn and budget squeeze.
 
Database Marketing/CRM

Right lists offer a lift

Chadwick's meets its catalog mailing challenges by focusing squarely on selections and segmentation
 
Database Marketing/CRM

CRM pays off all year

Boosting loyalty efforts is essential for companies who do most of their sales during the holidays.
 
Digital

Text message marketing rings true

Consumers love to text — and as a direct response tactic that offers bang for the buck, so do marketers.
 
Production and Printing

Small business printing power

The popularity of multifunction printers is growing as small to midsize companies discover how the devices help them compete with the big guys.
 
Email Marketing

E-mail gets personal

Sears abandons 'batch and blast' e-mail strategy to improve both revenue and customer loyalty
 
Production and Printing

Bilingual print proud

How one healthcare company tackled its dual language printing challenges.
 
Database Marketing/CRM

CRM offers colleges edge

Keeping track of prospects is a full-time job for college admissions officers. Today's CRM solutions can help.
 
Digital

Viral video stars

Vicki Powers

Marketers want to incorporate viral video, but seek more ways to measure it. Vicki Powers finds out where this emerging sector stands.
 
Digital

Complement analytics with consumer input

Jean Thilmany

Web analytics has expanded to include surveys that provide direct customer feedback about online behavior.
 
Multichannel Retail/E-commerce

Kodak's moment

Even in a down economy, Eastman Kodak's Jeffrey Hayzlett is upbeat about today's marketing challenges.
 
Media/Circulation

Spreading the news

Special events and online efforts spark circulation growth as New York magazine turns 40.
 
Multichannel Retail/E-commerce

Channel surf

QVC's new multichannel marketing strategy introduces the network to a broader range of consumers.
 
Database Marketing/CRM

CRM Champion

CRM strategies and applications help Travelocity tackle a tight travel market.
 
Digital

Social media goes global

Top brands address challenges of expanding social media programs internationally.
 
Email Marketing

Segment e-mail lists to hit your target

One of the strongest advantages of e-mail is its ability to segment. DMNews discovers how the NFL uses e-mail to reach millions of devoted fans.
 
Production and Printing

The smile of success

Integrating printing and production infrastructure with other channels can help nonprofits connect with an expansive donor base.
 
Multichannel Retail/E-commerce

Measuring up

New interactive and digital capabilities mean a more measurable environment for out-of-home advertisers.
 
Database Marketing/CRM

An evolving list universe

Using mailing lists has been at the core of direct marketing for decades. Today, the sector looks to expand.