May 2011 Issue of Direct Marketing News

May 2011 Issue of Direct Marketing News

• Gilt Groupe CMO David Zucker cultivates audience • Brands enhance lead generation strategies • Thirty Under 30

On the Beat - Email

Trial and error determines best email timing strategy to maximize response

The timing of email marketing campaigns is an age-old debate for those in the industry. Everyone wants to optimize the timing to improve open rates ...

Three-step email program reaps high response rates

Founded in 1999,, a magazine subscription service, sells more than 2,000 publications. The company has used email to communicate with customers for nearly a ...

Leverage retention in email campaigns for more profit

When you are in the midst of executing an email or social marketing campaign — rushing to meet deadlines, pulling together creative, copy and 
getting ...

On the Beat - CRM

Expedia's relaunched rewards program falls short of impressing travel marketers

Online travel agency Expedia said in late March that its 
relaunched rewards program was a game changer for travel consumers because it allowed them to ...

On the Beat - Digital

QR codes enhance the in-store experience

Retailer Pacific Sunwear placed its first quick response (QR) codes in stores and on print ads in March, linking to a mobile flipbook that allowed ...

Maximize your SEO strategy with Facebook optimization

With 500 million users and counting, companies have been flocking to Facebook in droves. However, brands must ask themselves whether fans are flocking to their ...

Q&A: Melissa Rosenthal Brenner, VP of marketing at the NBA

Melissa Rosenthal Brenner, the NBA's VP of marketing, discusses how it uses social media to boost fan experience.

On the Beat - Direct Classic

Track bottom line impact with ad call measurement

Marketers rely on direct response consumer data to make strategic business decisions, and the explosion of media options has only increased the importance of measuring ...

Distributor implements data management for more sales

The tough housing market has been a challenge for
companies such as BlueLinx Corp., a distributor of building products with more than 11,500 customers nationwide. It ...

Paper and ink prices rise, but industry executives more troubled by postal hike

Direct marketers are concerned about the prospect of additional postal increases, overshadowing worries over printing materials.

On the Beat - Multichannel

Growth at private sale sites continues

Recent data suggests that consumer enthusiasm for the flash sales industry is intensifying. ComScore's February Media Metrix, which measures online traffic, revealed an overall increase ...

Q&A: Christa DePoe, general manager of 
e-commerce, Keen Footwear

Christa DePoe, the general manager of e-commerce at Keen Footwear, explains its mobile and e-commerce site tactics.

Jeweler's search marketing overhaul captures new sales

Michael C. Fina, a New York-based retailer of engagement rings, wedding bands and household décor items, has more than 70,000 products on its website and ...

Direct Report

Agencies place focus on digital hires

Arnold Worldwide improved its interactive capabilities in late March by hiring a team of top digital staff from Modernista, including Matt Howell, Sebastian Gard and ...

Brands turn to loyalty efforts as recovery remains sluggish

Major consumer brands are premiering new loyalty programs or overhauling aging membership initiatives to meet consumer expectations, satisfy corporate pressure for ROI, and solidify their ...

E-commerce giants position for changing marketplace

EBay's $2.4 billion acquisition of 
e-commerce services company GSI Commerce will give the online sales company a large-merchant client base to rival industry leader

The Lowdown

Google adds to social strategy with +1

Google began to roll out its latest social tool, +1, in late March in an effort to enable consumers to see what search results their ...

Heat Meter

Our look at the most - and least - engaging social media

Porsche developed an integrated campaign to market the everyday appeal of its luxury models. After research showed that consumers perceive the cars as impractical purchases, ...

Org Chart

Pitney Bowes launches unit to improve marketing efficiency 

Pitney Bowes launched its marketing global services division last December to better support its individual business units, which each have their own marketing team.

Duly Noted

Smaller companies embrace USPS sampling

The financially struggling US Postal 
Service distributed its first round of "Sample Showcase" mailings last month, helping marketers reach a target audience of mothers in ...

This Is How We Do It

Gilt Groupe CMO cultivates audience

As chief marketing officer of Gilt Groupe, Zucker employs a data-driven approach that allows him to streamline the luxury e-commerce retailer's marketing.


Executional excellence sets standard

The news grabbing headlines this month was eBay's $2.4 billion acquisition of e-commerce services giant GSI Commerce, its bid to take on industry leader


Focus on consumer experience

It's hard to believe Twitter is only five years old. The social network's use today is measured in billions, and it is being credited for ...

Reaching the digital boomer

We know a lot of statistics about the baby boom generation. The US Census Bureau says these 79 million Americans make up 26% of the ...

Gloves Off

Should brands outsource all data storage?

Tore Steen VP of marketing and business development at Janrain, and Semyon Dukach CEO and chairman of SMTP Inc., discuss whether brands should outsource all ...

Main Feature

Tracking leads

Marketers employ a broad spectrum of behavioral tracking techniques to differentiate good leads from bad leads, effective campaigns from ineffective campaigns and 
to establish the ...

Brands enhance lead generation strategies

Marketers' lead generation tactics have grown more sophisticated. They are spending more time nurturing and scoring leads in favor of quality, a move away from ...

Battle of the Brands

Auto maintenance chains race to take the lead in digital marketing

Millions of American consumers obsess over their cars out whether for fun or out of necessity. Competing for the business of auto aficionados and do-it-yourselfers ...

Vertical Feature

Depth of targeted marketing programs varies among healthcare sectors

Windsor Health Plan recognized it had a short window to legally attract new members to its Medicare Advantage health plan during the three-month fall marketing ...

GHS drives colonoscopies

Greenville Hospital System University Medical Center (GHS) launched a multichannel colorectal cancer screening campaign in conjunction with national colorectal cancer awareness month this past March. ...

The Work

Kraft relies on Paula Deen for second 
round of Philadelphia recipe contests

Women who participate in Kraft Foods' "Real Women of Philadelphia" campaign can submit recipes over the course of eight weeks to qualify to win $25,000 ...

Virgin America's videos elicit laughs

Virgin America created a series of videos that consumers can vote for and comment on via online social video forum Squabbler as part of its ...

Puzzles engage commuters

New York-based accounting firm Marks Paneth & Shron wants commuters in the metro area to participate in the same problem solving it faces each day. ...

The Work - International campaigns

Hugo Boss creates 'dress up' racecar suit design contest

Clothing brand Hugo Boss and UK-based racecar team McLaren are celebrating 30 years of partnership with the "Dress Me for the Finale" online competition. The ...

Queensland Tourism targets corporates

Tourism Queensland is following up its successful "Best Job in the World" campaign with a new one aimed at corporations. The "Million Dollar Memo" campaign ...


Q&A: Nick Moore, chief creative officer of Wunderman

Nick Moore leads the creative teams at Wunderman in New York, one of the largest direct marketing agencies. He explains his perspective on hiring.

Nailed It

Continual testing on Tafford Uniforms' 
e-commerce site lifts conversion rates

The Tafford Uniforms brand has sold nurses' scrubs and other medical uniforms to healthcare workers for nearly 25 years. While other brands focused on a ...


From location-centric to customer-centric

The power of the mobile device for marketers has been validated as an incredibly effective vehicle to deliver personal, highly relevant messages, especially when those ...

Improve speed of the mobile experience

Speed is integral to improving the mobile user experience. People count on fast, reliable information delivered to their mobile devices, but Web browsing and SMS-based ...

Capitalize on all areas of mobile marketing

Mobile has the potential to amplify any marketing channel while at the same time connecting everything, from TV to print to online. Most marketers have ...

Expert Advice

How to find the middle ground between salary negotiation and value

Many direct marketers have been considering their career options since the job market began to rebound. Some have not received salary increases over the past ...

The End (User)

Have I told you lately 
that I'm wonderful?

We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the ...


Thirty Under 30: The best and brightest young direct marketers

The annual Direct Marketing News' Thirty Under 30 feature honors the brightest and most ambitious young talent in the direct marketing field. Nominated by their ...

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