February 2014 Issue of Direct Marketing News

February 2014 Issue of Direct Marketing News

• Cover Story: Fickle About Loyalty • Infographic: Marketing Spend to Rise in 2014 • One Tough Question: How personalized does marketing need to be? • Case Study: T-Mobile Reconnects With Customers • Special Feature: Mobile Steers Multichannel Marketing • Roundtable: Personalized Marketing = Customer-Centric Marketing • Best Case: Dimensional Direct Mail That Impresses

Best Case

Customer Data at Denihan's Service

The boutique hotel chain uses analytics to quickly cull and act on customer feedback, and target guests with super-relevant offers.

Balancing Engagement With Privacy Is a Juggling Act

Mercola found that a clean list and attention to deliverability helped increase email newsletter open rates.

Dimensional Direct Mail That Impresses

Commercial printer Xeikon reaches relevant prospects using a hypertargeted, personalized direct mailer designed to open the door to sales calls.

Caribou Coffee Brews a New Loyalty Program

Launching a loyalty program can be a latte of work. But building one based on consumer feedback and solid data creates the perfect blend.

CMO Confidential

Straight-Talk Marketing Rules

A 30-year tech-industry veteran and longtime marketing executive, Rackspace Hosting CMO Rick Jackson believes in clarity above all.

Marketing Challenge

Spoiled for Choice: Answers

Sterling Worldwide is hiring a new VP of sales and marketing. Should the CRM expert or the data person get the job? See what our ...

Marketing Challenge: Too Much Information?

A sales VP shared a competitor's confidential pricing and marketing information with the sales team. What advice would you give her boss on how to ...

Case Study

T-Mobile Reconnects With Customers

The telecom reinvented itself and its marketing with a laser focus on mobile customers' expectations and preferences.

Subscribers Follow the Leader

T-Mobile uses social network analysis to identify influencers within customer communities so it can focus its marketing dollars and, ultimately, decrease churn.

Special Feature

Mobile Steers Multichannel Marketing

Marketers are revving up their multichannel marketing efforts by putting mobile in the driver's seat.


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.

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.

The Data Privacy Pot Comes to a Boil

With things heating up in D.C., marketers can't stand on the sidelines.

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.

One Tough Question

Customer Knowledge Is the Foundation of Marketing Success

The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.

The Case for Personalization

It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.

Marketing With a Tailored Fit

Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.

Hyperpersonalize. Your Customers and CFO Will Thank You

Personalization isn't just about delivering an improved customer experience, it's about growing profitability.


Infographic: Marketing Spending to Rise in 2014

Winterberry Group predicts slow growth in spending across marketing channels.

Word to the Wise

Word to the Wise: Influencer

When it comes to influencers, look past the size of a person's network and into the genuine influence she has on it.

Fast Facts

Fast Facts: February 2014

Some quick info hits to keep you up-to-date, including the percentage of companies that expect to increase their marketing budget in 2014.

Marketing Chatter

Marketing Chatter: February 2014

Observations from around the Twitter-sphere. Follow us @dmnews.


Delivered: Cruise Line Emails

What's in our inbox this month: Cruise Line Emails. Some you want to keep, others you might want to toss overboard.

Delivered: Nonprofit Organization Mailers

What's in our mailbox this month: Nonprofit Organization Mailers. Which one do you think is most effective?


Why Personalize? It Works.

Personalization is what captivates high-value customers. And I don't just mean using "Dear Ginger" in a message.

Main Feature

Fickle About Loyalty

Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.

A Hardscape Company Soft-Sells via Content Marketing

System Pavers initiated content marketing as a way to increase customer loyalty and engagement toward the tail end of the housing crisis felt deeply by ...


Q&A: The Power to Act

Erick Brethenoux, director of business analytics and decision management strategy at IBM, explains why data is at the heart of customer centricity.


Personalized Marketing = Customer-Centric Marketing

The way to profitably engage customers across marketing channels is to get personal.

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