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
The boutique hotel chain uses analytics to quickly cull and act on customer feedback, and target guests with super-relevant offers.
Mercola found that a clean list and attention to deliverability helped increase email newsletter open rates.
Commercial printer Xeikon reaches relevant prospects using a hypertargeted, personalized direct mailer designed to open the door to sales calls.
Launching a loyalty program can be a latte of work. But building one based on consumer feedback and solid data creates the perfect blend.
A 30-year tech-industry veteran and longtime marketing executive, Rackspace Hosting CMO Rick Jackson believes in clarity above all.
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 ...
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 ...
The telecom reinvented itself and its marketing with a laser focus on mobile customers' expectations and preferences.
T-Mobile uses social network analysis to identify influencers within customer communities so it can focus its marketing dollars and, ultimately, decrease churn.
Marketers are revving up their multichannel marketing efforts by putting mobile in the driver's seat.
Throughout Q4 2013, direct mailers fought to derail the 4.3% exigent postal rate increase that went into effect on January 28.
Here's what marketers should and shouldn't do after sending a flawed email and what they can do to avoid future mistakes.
With things heating up in D.C., marketers can't stand on the sidelines.
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
The customer is now in the driver's seat—a phrase that has become a cliché is an absolute truism that cannot be ignored.
It may seem counterintuitive, but I think that businesses pay a higher cost not to personalize and engage in authentic and relevant ways.
Not only does marketing personalization substantially increase your chances of success, but consumers are demanding it, as well.
Personalization isn't just about delivering an improved customer experience, it's about growing profitability.
Winterberry Group predicts slow growth in spending across marketing channels.
Word to the Wise
When it comes to influencers, look past the size of a person's network and into the genuine influence she has on it.
Some quick info hits to keep you up-to-date, including the percentage of companies that expect to increase their marketing budget in 2014.
Observations from around the Twitter-sphere. Follow us @dmnews.
What's in our inbox this month: Cruise Line Emails. Some you want to keep, others you might want to toss overboard.
What's in our mailbox this month: Nonprofit Organization Mailers. Which one do you think is most effective?
Personalization is what captivates high-value customers. And I don't just mean using "Dear Ginger" in a message.
Customers' capricious purchase behaviors and ever-increasing expectations—and marketers reactions to both—have altered the thinking on loyalty in three significant areas.
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 ...
Erick Brethenoux, director of business analytics and decision management strategy at IBM, explains why data is at the heart of customer centricity.
The way to profitably engage customers across marketing channels is to get personal.
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.