April 2014 Issue of Direct Marketing News

April 2014 Issue of Direct Marketing News

• Cover Story: Are Marketers Getting Too Personal? • How to Rock the Data That You Have • Infographic: A Snapshot of Email Marketing in 2014 • One Tough Question: What are the most compelling ways to measure marketing success? • Case Study: American Red Cross Breathes New Life Into its Marketing • Special Feature: New Dimensions in Customer Analytics • Best Case: The Payoff of Website Personalization • Marketing Challenge: Clicks at Any Cost • + more...

Best Case

The Payoff of Website Personalization

Here's how Mindflash reduced the bounce rate on its blog, got more customers to participate in free trials, and helped more users learn about its ...

If You Build It, They Will Engage

Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.

WOOFipedia: The American Kennel Club's Loyal Companion

WOOFipedia provides educational and engagement opportunities to help pet owners strengthen their relationships with their dogs.

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

CMO Confidential

Marrying Art and Science In Marketing

In the words of Capital One CMO Peter Horst, when you're doing it right, the combination of marketing art and science is " almost like ...

Marketing Challenge

Marketing Challenge: Clicks at Any Cost

Your email director is a spray-and-pray kind of guy. As the new marketing VP, how would you deal? See what our readers had to say ...

Too Much Information: Answers

A sales VP shared a competitor's confidential pricing and marketing information with the sales team. Not good. See how our readers would deal.

Case Study

How to drive adoption of new marketing technologies

The American Red Cross's VP of customer experience and CRM talks customer engagement tools and strategies.

American Red Cross Breathes New Life into its Marketing

A healthy dose of data and marketing technology is enabling the organization to launch innovative approaches to creating personalized customer experiences.

Special Feature

Q&A: Peter Fader, Codirector, Wharton Customer Analytics Initiative

The Wharton Customer Analytics Initiative matches global companies overflowing with untapped customer data to the academic world's top analytics researchers.

New Dimensions in Customer Analytics

Marketers at Expedia's Egencia, FreshDirect, and MasterCard explain what it takes to adopt today's more customer-centric analytics.


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.

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.

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.

Is the Inbox Out for Mobile?

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

One Tough Question

To Measure Success Is to First Define It

Marketing success needs to be defined, specified, agreed upon, and then made highly visible.

Measuring Marketing Success in Dollars Is the Ultimate Win

There are more marketing metrics than ever. Unfortunately, not all companies are focusing on the ones that matter most.

Trade Complexity for Elegance

Yes, we have better and faster analytic models and we can now do a more effective job estimating ROI. Unfortunately, we're not seeing this in ...

Short-Term Gains, Long-Term Wins

What are the most compelling ways to measure marketing success?


Infographic: A Snapshot of Email Marketing in 2014

Without a doubt, email campaigns continue to provide incredible access to customers and be a top-performing channel for marketers.

Word to the Wise

Word to the Wise: Shopper Marketing

In an industry overrun with synonymous terms, shopper marketing is one more to add to the mix.

Fast Facts

Fast Facts: April 2014

Some quick info hits to keep you up-to-date, including the percentage of marketers who day email is core to their business.

Marketing Chatter

Marketing Chatter: April 2014

See what our tweeps have been getting up to this month. Follow us @dmnews.


Delivered: Gardening Supplies Emails

What's in our inbox this month: Gardening supplies emails. Which ones engage and which ones wither on the vine?

Delivered: Food Delivery Mailers

What's in our mailbox this month: Food delivery mailers. Which one's the tastiest?


Too Personal? It Depends.

In the ongoing personalization-versus-privacy debate, several realities have surfaced. Let's break it down.

Main Feature

Are Marketers Getting Too Personal?

The definition—and appropriateness—of personalization is in the eye of the beholder. Here's how today's marketers define it, and what they consider to be too much.


eBay Enterprise Bids on Personalization

Ebay's John Sheldon speaks with Direct Marketing News to break down the basics of personalization and what marketers really need to know.

Q&A: When (and How) to Bust Down the Data Door

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.

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Company of the Week

PAN Communications is an award-winning integrated marketing and public relations agency for B2B technology and healthcare brands. PAN's data-driven approach allows the firm to specialize in public relations, social media, content and influencer marketing, and data and analytics. PAN partners with brands to create unique, integrated campaigns that captivate audiences.

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