November 2010 Issue of Direct Marketing News

November 2010 Issue of Direct Marketing News

On the Beat - Email

Brands turn to triggered e-mails to build loyalty and drive customer engagement

Virgin, like many savvy marketers, sends triggered e-mails to help the airline maintain a personal level of interaction with its customers.

Post-purchase e-mails can unearth greater revenue

Sophisticated post-purchase messages can turn existing customers into brand ambassadors and drive significant incremental revenue.

LiveNation's reduced e-mail volume scores higher sales

Events company LiveNation wanted to get more out of the hundreds of millions of e-mails it was sending out to customers.

Four steps to a behavior triggered e-mail program

A number of organizations have found that behavioral triggered e-mails help build customer loyalty, boost ROI and streamline marketing tasks.

On the Beat - CRM

Analytics experts peer deeper into social to gather timely customer information

A number of technology providers have launched services, or expanded their existing ones, to help marketers sort through it the massive amounts of consumer data ...

On the Beat - Digital

Online contests build consumer interest

Brands are featuring user-generated digital content in their consumer-facing contests, adding a new online angle to a marketing strategy that has been used for decades.

Multichannel strategy works to inform diverse customers

The launch of US Cellular's "The Belief Project" campaign required a multi-message approach from our direct marketing team.

Q&A: Bobby Figueroa, Yahoo's VP of product development for consumer advertising

Yahoo's Bobby Figueroa, VP of product development for consumer advertising, discusses the company's 2011 goals

On the Beat - Direct Classic

Catalog role is comms, not sales

Retailers continue to rely on catalogs this holiday season, but the catalog role is changing.

Direct mail gains new potency as online marketing evolves

Direct mail continues to be a very viable channel, but only if the direct marketing fundamentals are applied.

KeyBank finds key to direct mail success in templates

KeyBank, a division of KeyCorp, was spending an inordinate amount of time and budget on the creative portion of its direct marketing efforts to consumers ...

On the Beat - Multichannel

Retailers gear up for online holiday sales

This holiday season is expected to be the strongest in four years, so it's no wonder retailers are busy preparing their e-commerce sites in order ...

Q&A: Tarik Dekkar, Americangreetings.com

Tarik Dekkar, VP of online marketing for Americangreetings.com and its online subsidiaries, on changing strategies

Blue Soda Promo captures customers using live chat

New e-commerce brand drives sales by providing live chat customer service on the company's website.

Direct Report

Dell global consumer effort aims to personalize PC brand

After losing market share this year, Dell launched a multimillion-dollar global consumer marketing campaign late last month to redefine consumer perceptions of the company in ...

Retailers team up to take on Amazon's Web dominance

Dozens of national retailers have joined GSI Commerce's ShopRunner platform to expand their e-commerce presence and compete online with Amazon.com.

Agencies eye growth in Asia-Pacific

Direct marketing agencies and service providers are looking to China and the Asia-Pacific region with renewed interest.

The Lowdown

Google eyes TV future

Advertisers may be salivating over the targeting promise of Google TV, but it is still unclear how and when search engine marketing and advertising will ...

Heat Meter

Heat meter

Our look at the most — and least — engaging social strategies

Org Chart

Org Chart: Children's Miracle Network's agency-style direct marketing

The Children's Miracle Network runs a direct marketing group for its affiliated hospitals. The group is comprised of six branches and is "operated more like ...

Duly Noted

Online ad industry strives for self-regulation

Marketers are hoping that online advertising self-regulation initiatives announced last month will increase trust and transparency with consumers, and government.

Spotlight

Office Depot fuses marketing efforts

Monica Luechtefeld, EVP of global e-commerce at Office Depot recently restructured her marketing teams into one group to further integrate channels.

Editorial

We all want something to believe in

Poison front man Bret Michaels as savvy marketer? Don't laugh.

Op-Ed

Revenue starts with marketing

Marketing has the opportunity to reinvent itself as a core part of a company's revenue engine.

Encourage loyalty, save time

Today's retailers' customer service and delivery methods have evolved, so have consumer expectations for immediacy and service.

Gloves Off

Should retailers invest in m-commerce?

Hipcricket's Jeff Hasen and Gettington.com's Paula Drum discuss the pros and cons of retailer investment in m-commerce

Main Feature

Abandoning the mail

Financial doomsday scenarios at the USPS, coupled with advancements in customer communications, are forcing marketers to prepare for a day when the US Mail is ...

What happened to the USPS's financial health?

The US Postal Service's financial health is directly tied to its sales volume. Therefore, the USPS is making plans to adjust its finances for 10 ...

Interview: Ruth Goldway, chairman of the Postal Regulatory Commission

Ruth Goldway, chairman of the Postal Regulatory Commission, sheds light on USPS's current challenges

Battle of the Brands

Two floral heavyweights go head-to-head in direct marketing comparison

1-800-Flowers.com and ProFlowers.com may sell similar products, but use different approaches to compete for their shares of the market.

Vertical Feature

B-to-b marketers warm up leads through digital automation

As many marketers face tighter budgets, the age-old b-to-b dilemma of targeting the right person in a revolving-door business environment, automating data processes can greatly ...

Case study: Corensic Optimizes Search

A Seattle software development company incorporates data from online campaigns into lead generation profiles.

The Work

British Airways promotes 'face time' for businesses in online contest

Airline's campaign connects with small businesses using real-life essays and videos.

MetLife rallies football fans

Insurance company connects with sports fans using in-venue hub and digital channels.

BMW surprises pro golfers with mirror cling invite

Automaker's creative approach sets it apart from the tournament crowd to promote brand to 'influencers'

The Work - International campaigns

Pepsi Max in teen taste test

Multichannel beverage campaign improves brand perception through blind taste testing.

Smint turns promotional gear into grafitti-style streetwear

Fictitious artist campaign on social media sites promotes product via trendy T-shirts and social content.

Q&As

Q&A: Nicholas Platt, Rapp Los Angeles

Nicholas Platt, executive creative director at Rapp Los Angeles, talks about global marketing and teaching clients to take risk.

Nailed It

On-Cor frozen foods uses game show tie-in to capture interest

Frozen food purveyor On-Cor teams with Game Show Network for a family-fueled promotion

Plug-ins

Five tips for high-quality Web experiences

Five tips for e-commerce marketers who want to attract and retain customers, as well as maximize conversions, by providing fast, reliable Web experiences that meet ...

Hyper-flighting: a micro-strategy in 4 steps

Direct marketers can generate cost savings, sales volume and more by using micro-strategies to get more granular with media buys.

Learn to wield the power of evangelism

If you're an e-commerce marketer who wants to capitalize on this highly influential group, consider these tips.

Expert Advice

Marketers can improve their game, but only the brave ask for scrutiny

It's not enough to think you're good.You have to ask. Have you ever considered how much of a negative impact you can have by not ...

The End (User)

Today's consumer is not a moron; she's my mother

Brands that enable consumer behavior will be rewarded.

Sign up to our newsletters

Latest Jobs:


Company of the week


Concerned about growth? With over 25 years experience in the industry, the list experts at Fairfield Marketing Group possess the know-how to help immediately improve any domestic or international direct marketing effort. First-time and well-established mailers can rely on Fairfield Marketing Group's expertise to help launch campaigns into positive and profitable ventures.

Find out more here »

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.