May 2010 Issue of Direct Marketing News

May 2010 Issue of Direct Marketing News

Spotlight

Disruptive marketing, risk can pay off

Levi's CMO Szulc discusses disruption marketing and risk taking on a budget

Editorial

Direct mail drop doesn't tell the whole story

We've all heard the staggering numbers on the precipitous drop in direct mail, but let me remind you: There were 35 billion fewer pieces of ...

Op-Ed

Networks turn to DRTV in tough times

On January 2, 1971, the ban on cigarette advertising created a huge drop in television advertising revenue to the tune of about $270 million. The ...

Gloves Off

Is direct mail on its deathbed?

As consumers communicate more via e-mail, the US Postal Service is considering cutting Saturday home delivery altogether. Is direct mail dead? Our experts debate the ...

Main Feature

Creating better value in mailers

The recession caused marketers to rethink direct mail design for both customer acquisition and retention efforts.

Vertical Feature

Marketers provide simple healthcare solutions

Marketers respond to knowledge-hungry customers by providing health guidance

The Work

Creative campaigns from Massage Envy, Sub-Zero and Hoveround

Massage Envy builds list and helps fund Cure; Sub-Zero and Wolf use social, consumer-generated content to build brand online; Hoveround builds leads using e-mail, Web.

Nailed It

DMNews talks with Deb Swider, e-marketing director, ASPCA

Deb Swider, e-marketing director, member communications at the American Society for the Prevention of Cruelty to Animals (ASPCA) explains how the organization turned around its ...

Expert Advice

What unique challenges do sales managers face in the business-to-business space?

Doing "more with less" has become a mantra in many organizations still reeling from the recession. But for today's sales managers, the more may be ...

Direct Choice

Magalog sells gardening book effectively

In these days of shrinking budgets and climbing costs, many businesses have moved toward smaller direct mail formats. However, that isn't the case for Jerry ...

Analysis

Draft privacy bill could shake data collection

A discussion draft of what could become sweeping Internet data privacy legislation has pitted direct marketers and list brokers against privacy advocates, with some saying ...

Merchants prepare for possible postal cuts

Catalogers and multichannel retailers are beginning to plan their responses to the US Postal Service's possible move to a five-day home delivery schedule.

News Articles

Travel campaigns on despite cuts

Tourism boards are running direct and digital campaigns to attract consumers to their beaches, lakes and attractions for summer vacations, despite slashed state budgets.

Agencies incorporate healthcare capabilities

Direct agencies and service providers are hiring high-ranking employees and creating specialized practices for their healthcare work at an unprecedented rate.

Direct sales through social clicks

Multichannel retailers are expanding their tactics for selling directly to consumers on Facebook, adding e-commerce functionality to both company fan pages and members' news feeds.

Optimized

Marketers find geotargeting helps customer loyalty

To reach consumers where they are — literally — marketers are adding location-based technologies to their loyalty and couponing programs.

Technique

Get the most out of integrated databases

Most marketers gather a wealth of information from all customer touchpoints, which enables them to help target offers more effectively. Experts discuss the best ways ...

Third Screen

Chevy makes mobile pitch with baseball-focused iPhone app

General Motors' Chevrolet brand launched the "Chevy Baseball" iPhone application this month. Gaming firm Freeverse and agency Small Planet Digital created the app, which has ...

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Featured Articles

Turning Big Data Into Smart Data

Turning Big Data Into Smart Data

It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.

5 Reasons to Rethink Radio Right Now

5 Reasons to Rethink Radio Right Now

Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.

Brands Have Lost Control, and It's OK

Brands Have Lost Control, and It's OK

How marketers can navigate the new customer engagement era.