April 2015 Issue of Direct Marketing News

April 2015 Issue of Direct Marketing News

• Cover Story: Got Skills? • Analysis: The Loyalty Equation • CMO Confidential: A Chat With Cadillac CMO Uwe Ellinghaus • Case Study: Petco Aims to Be Top Dog • Roundtable: Monetizing Marketing Data • Best Case: Avenue Stores Rebuilds on Social Commerce • Marketing Challenge: Too Old to Be Digital? • + more...

Best Case

Northwest Tech Speeds Down the B2B Lead-Gen Slope With Email

The premium skiing outfitter adds B2B targeting to its formerly B2C-only business model, and relies on lifecycle marketing to convert leads.

Journelle's Sexy Approach to Email Marketing

Email is one of the luxury lingerie retailer's most valuable marketing tools, generating more than 30% in e-commerce sales.

Buffalo Bills Huddle Mobile and Content Together to Win Fan Engagement

The football team launches a content-filled tablet app to bring the game-day experience to fans outside of Ralph Wilson Stadium.

Avenue Stores Rebuilds on Social Commerce

A strong investment in social commerce helped save Avenue Stores' fate.

CMO Confidential

What's Your Branding Approach When You Are the Cadillac of Brands?

Uwe Ellinghaus is using his flair for customer advocacy to refuel Cadillac's marketing engine.

Marketing Challenge

Marketing Challenge: Too Old to Be Digital?

Paulo Gonzales (53) and Bev Wilson (48) are digitally savvy and have had continued success. Regardless, CEO Glenn Eichert is convinced that the company needs ...

Good Marketer, Bad Attitude: Answers

Jaden Waterman was hired a year ago to oversee email marketing. He's doing a better job than his predecessor, however, he has an attitude. Waterman's ...

Case Study

Petco Aims to Be Top Dog

The animal supply retailer turns 50 this year, and it's keeping up with what its customers crave most—meaty marketing to engage them.


The 3 Pillars of Customer Lifetime Value

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

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.

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.

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.

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.


Marketers Dive Deep Into Digital [Infographic]

Things are going swimmingly for marketers in terms of budgeting for their digital marketing initiatives.

Fast Facts

Fast Facts: April 2015

Some quick info to keep you up-to-date, including the percentage of consumers who notice product placement in TV or film.

Marketing Chatter

Marketing Chatter: April 2015

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


Delivered: Sweepstakes Emails

What's in our inbox this month: Sweepstakes

Delivered: Financial Services Mailers

What's in our mailbox this month: Financial Services


Marketing Has a Branding Problem

As the purview of marketing extends into sales and service, marketers are facing an identity crisis, says Schneider Electric CMO Chris Hummel.


Got Skills?

Today's CMOs are finance- and tech-savvy business leaders. Here's what it takes for marketers to step into the C-suite.

The Loyalty Equation

Balancing brands' financial needs with consumers' emotional desires is one problem marketers have yet to solve. Data is the way to a solution.

Monetizing Marketing Data

A data-driven approach to marketing provides a competitive advantage.

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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 and drive measurable results. PAN services clients out of the firm's four offices: Boston, San Francisco, New York City and Orlando.

Find out more here »

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