Consumers make irrational purchase decisions; help them choose you.
Executives from Alaska Air, John Wiley & Sons, and Vans discuss how digital and customer expectations are changing their approach to marketing.
Though he never clerked a Post Office or walked a carrier route, Robert Taub does have serious postal street cred, having helped craft the 2006 Postal Accountability and Enhancement Act.
Marketers can learn a lot by simply looking at how consumers email each other.
Those two old standbys command the highest ROI and response rate, respectively. Social and mobile are still waiting for their cab to arrive.
TD Bank Group's senior manager of customer segmentation says marketers need to go beyond last touch if they hope to score.
If there's more talk about marketing than there is action delivering it, collaboration may be lacking.
Finally, email campaigns emerge from the Dark Ages with today's major infusion of Big Data.
The Canadian training company Compu.finder is hit with a $1.1 million fine for emailing without permission.
Not every business needs a mobile app, but there are times when marketers should invest in these more detailed experiences.
The Postal Museum is now laying the groundwork for telling the complex and significant story of the mailing industry.
Can you guess which words can make or break an email campaign? A new study reveals the answers.
Four experts discuss why mobile marketing is so important now and provide advice on what areas of mobile will be critical to master in the coming year.
"The mailing industry is at an important juncture of transformation," says Bell & Howell CEO Ramesh Ratan.
Direct mail is far from dead, especially when it comes to customer lifetime value.
A huge portion of valuable analytics remains untapped. Analysts reveal how marketers can unlock the potential of dark social.
Hashtags in email subject lines can amplify a message and create a personal connection.
Marketers agree that email is the optimal channel for lead gen, but not necessarily on how to best leverage the channel for this purpose.
Megan Brennan will make history in February by becoming the first woman to assume the office of Postmaster General.
Hashtags and predictive analytics are hot; static emails and staid subject lines are not.
Not all social media best practices are good choices for marketers; here's a breakdown of five common social myths.
Salutations and names aren't enough. One pundit shares how marketers can make their email messages more personal and impactful in the New Year.
Don't buy into the hype. More than half of companies are not using digital marketing technology, reveals 451 Research's study of software buyers and vendors.
Broadcast and social campaigns are no longer separate. Now, it's all about socialcasting.
Ever since 2006, direct mailers have become accustomed to planning for a January hike in Standard Mail rates.
Lead generation is rarely a simple conversation, especially when it comes to the number of leads generated versus the value of them.
Our experts set the record straight.
Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.
Gopost lockers allow customers to pick up and ship packages.
The definition of dynamic email content is changing—what marketers need to know.
Even in this prolific digital age, direct mail proves to be a strong tool for marketers. Standard mail volume is growing at 3% and marketers will spend $45 billion on the channel in 2014.
Marketers no doubt want ad views, but what actually constitutes as an actual view is up for debate.
5 scientific approaches to create a successful, data-driven marketing campaign.
Free shipping and overnight delivery have become table stakes among e-commerce companies battling for holiday dollars, so failing to deliver as promised can have horrible repercussions.
A campaign for Ben Carson raised $2.8 million despite his lack of cooperation.
Because one data point is never enough.
Marketers who want to optimize performance must eliminate bad data—and, yes, it's possible to do so.
The U.S. Postal Service has become very good at closing and consolidating postal facilities.
"It's not a matter of 'one email a day is fine, but two emails a day is too much.'"
Marketers discuss the daunting task of—and potential solutions for—tracing sales back to mobile campaigns.
Experts weigh in on how marketers can leverage the increasing volume of social interactions to drive engagement and sales.
Incentives are one of the top methods marketers use to encourage customers to volunteer information.
Experts weigh in on the realities behind four email list hygiene myths.
6 preference center pros and cons that marketers should consider to improve the customer experience
Ultimately, the answer to the question of which metric is best for tracking content marketing performance is: It depends.
Load leveling aims to reduce overtime hours and promote safety for late-working letter carriers by spreading out the heavy volume of standard mail over the entire week.
M-commerce is changing the game for marketers by building a bridge between brick-and-mortar stores and online shopping.
The next wave of metrics for marketers will look at data that reveals customers' expectations, motives, and life experiences.
Marketing pundits share their top four game plans for Big Data.
Today's marketer needs to be digital, mobile, social, personal, and always on.
6 questions marketers can ask to determine if their marketing is customer-centric.
Marketers' constant hunt for insight can turn them into to data hoarders. Here are seven types of data that marketers stockpile but don't really need.
Marketers who use email triggers in their campaigns can spark precious, one-to-one digital conversations with customers.
Although some marketers will argue that virality is a kind of magic, there are strategic ways to increase the likelihood of your video's success.
Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.
Four data experts break down the do's and don'ts of how marketers can make the most of the data that's served to them directly.
The postal exigency saga continues. Direct Marketing News Senior Editor Al Urbanski breaks it down for you.
The Postal Regulatory Commission puts out its financial analysis ahead of its annual compliance report in the interests of "greater clarity, transparency, and accountability."
The Automated Housing Referral Network relies on data and multichannel marketing to cater to its niche military audience.
4 brands talk about what it takes to be a truly omnichannel retailer
The bad news? The 4.3% exigent rate increase is almost sure to endure. The good news? Mailers enlisted a stalwart defender of their cause on Capitol Hill.
Telling stories through data helps marketers identify problems (or recognize opportunities) and zero-in on a solution.
Unfortunately, there's no magic bullet to help you measure the impact of your content marketing. But strategy (versus "random acts of content") is essential.
Email is a mainstay for lead nurturing and customer retention. It can also be a powerfully effective channel for customer acquisition.
The caregiver site looks after customers' mobile needs by optimizing its emails for mobile.
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.
With things heating up in D.C., marketers can't stand on the sidelines.
Here's what marketers should and shouldn't do after sending a flawed email and what they can do to avoid future mistakes.
Throughout Q4 2013, direct mailers fought to derail the 4.3% exigent postal rate increase that went into effect on January 28.
If you want to win the digital marketing wars of the future, you've got to start hacking, says Mondelez International's VP of global media.
We asked the experts to share their postal-survival checklist.
Some quick info hits to keep you up-to-date, including the percentage of U.S. shoppers who switch service providers due to poor customer experiences.
Here's a taxonomy of what social analytics means, what types of objectives marketers should set, and what they should look for when selecting analytics tools.
Customer listening should always be followed by analysis and action.
The availability of background and behavioral data is so wide that a growing number of companies are avidly segmenting.
Cookie blocking doesn't just affect advertisers; the change will also impact online marketers. With cookies out, new standards will arise.
When marketers hear the word "social," their minds immediately roll through a list of networks. But social isn't about networks; it's about consumer behavior.
Ron Stroman, Deputy Postmaster General of the USPS, maintains a firm belief that postal reform can be enacted by Congress in the coming months.
Marketers would have an easier job if segmenting customers were as simple as color-coding Skittles. But customers are human beings, which means segmentation is one complex science.
We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.
With a bachelor's degree in engineering and a masters in computer science, Mead Johnson's Steve Surman is digital marketing's Mr. Inside. Here he tells what should be tossed outside.
The only other time the USPS asked for an exigent rate increase it was turned down by the Postal Regulatory Commission. This September Postal Board of Governors Chairman Mickey Barnett announced a request for a 4.3% exigent increase.
Marketing mix modeling has recently come under some criticism. Concerns are being raised that this strategy fails to be granular, comprehensive, or quick enough for today's marketing needs.
Funny thing about customers: They say one thing then do another. This can lead to conflict between attitudinal and behavioral data. And that can create a rift in aggregated customer data.
The debate continues on whether Gmail Tabs are good or bad for marketers.
The holiday shopping season begins earlier each year—and with it comes an increase in email marketing. How can you make sure your brand stands out?
Everyone's talking about Big Data, but are they talking about the right things?
Brands can now evaluate the implicit actions from remote customers and use the information to improve the efficacy of the online shopping experience.
Despite the passing of The Marketplace Fairness Act this past April in the Sentate, the bill faces a rough road in the House.
Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?
Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.
If it ain't broke, don't fix it, the saying goes, and in the world of digital marketing that old quote refers to nothing if not welcome emails.
The fight for postal reform continues, and hope springs eternal.
There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.
Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?
Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.
The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.
Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.
Here are three brands using VoC techniques to build and maintain customer engagement.
Marketers need to solidify their content ideas before deciding on which social network their content will live.
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.
SK&A is a leading provider of U.S. healthcare information solutions and databases. As ...