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...
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 ...
Construction materials manufacturer USG revamps its image using targeted, multichannel efforts aimed at customers and employees.
WOOFipedia provides educational and engagement opportunities to help pet owners strengthen their relationships with their dogs.
Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.
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 ...
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 ...
A sales VP shared a competitor's confidential pricing and marketing information with the sales team. Not good. See how our readers would deal.
The American Red Cross's VP of customer experience and CRM talks customer engagement tools and strategies.
A healthy dose of data and marketing technology is enabling the organization to launch innovative approaches to creating personalized customer experiences.
The Wharton Customer Analytics Initiative matches global companies overflowing with untapped customer data to the academic world's top analytics researchers.
Marketers at Expedia's Egencia, FreshDirect, and MasterCard explain what it takes to adopt today's more customer-centric analytics.
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.
The postal exigency saga continues. Direct Marketing News Senior Editor Al Urbanski breaks it down for you.
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.
Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.
One Tough Question
Marketing success needs to be defined, specified, agreed upon, and then made highly visible.
There are more marketing metrics than ever. Unfortunately, not all companies are focusing on the ones that matter most.
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 ...
What are the most compelling ways to measure marketing success?
Without a doubt, email campaigns continue to provide incredible access to customers and be a top-performing channel for marketers.
Word to the Wise
In an industry overrun with synonymous terms, shopper marketing is one more to add to the mix.
Some quick info hits to keep you up-to-date, including the percentage of marketers who day email is core to their business.
See what our tweeps have been getting up to this month. Follow us @dmnews.
What's in our inbox this month: Gardening supplies emails. Which ones engage and which ones wither on the vine?
What's in our mailbox this month: Food delivery mailers. Which one's the tastiest?
In the ongoing personalization-versus-privacy debate, several realities have surfaced. Let's break it down.
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's John Sheldon speaks with Direct Marketing News to break down the basics of personalization and what marketers really need to know.
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.
Company of the Week
SK&A is a leading provider of U.S. healthcare information solutions and databases. As part of IMS Health, SK&A researches and maintains contact and profiling data for over 2 million healthcare providers, including 800,000+ prescribers. SK&A's data supports research and marketing initiatives for life sciences, medical device, managed healthcare, direct marketing, publishing, education and more. SK&A's proprietary databases are telephone-verified twice per year from its world class Research Centers. SK&A enables multi-channel marketing and sets the standard for data quality and reliability. SK&A's customers include many of America's most recognized healthcare, publishing and pharmaceutical institutions.