5 Factors for Maximizing the Impact of Video

5 Factors for Maximizing the Impact of Video

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.

Is the Inbox Out for Mobile?

Is the Inbox Out for Mobile?

Even the most data-centric marketers find it challenging to analyze a key mobile touchpoint: email.

How to Rock the Data That You Have

How to Rock the Data That You Have

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.

Direct Mail's Dynamic Duo Gird for a Fight on the Senate Floor

Direct Mail's Dynamic Duo Gird for a Fight on the Senate Floor

The postal exigency saga continues. Direct Marketing News Senior Editor Al Urbanski breaks it down for you.

In a First, the PRC Releases a Special Report on USPS Finances

In a First, the PRC Releases a Special Report on USPS Finances

The Postal Regulatory Commission puts out its financial analysis ahead of its annual compliance report in the interests of "greater clarity, transparency, and accountability."

Content Marketing and Data Make Up AHRN.com's Brigade

Content Marketing and Data Make Up AHRN.com's Brigade

The Automated Housing Referral Network relies on data and multichannel marketing to cater to its niche military audience.

Omnichannel Challenges and Opportunities

Omnichannel Challenges and Opportunities

4 brands talk about what it takes to be a truly omnichannel retailer

As Postal Reform Slogs Along, the Exigent Rate Appears Here to Stay

As Postal Reform Slogs Along, the Exigent Rate Appears Here to Stay

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.

Data Storytelling Is Always On Trend

Data Storytelling Is Always On Trend

Telling stories through data helps marketers identify problems (or recognize opportunities) and zero-in on a solution.

Content, Measure for Measure

Content, Measure for Measure

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.

How Email Wins Customers

How Email Wins Customers

Email is a mainstay for lead nurturing and customer retention. It can also be a powerfully effective channel for customer acquisition.

Care.com Tends to its Emails With Mobile Optimization

Care.com Tends to its Emails With Mobile Optimization

The caregiver site looks after customers' mobile needs by optimizing its emails for mobile.

A New View of DRTV

A New View of DRTV

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.

The Data Privacy Pot Comes to a Boil

The Data Privacy Pot Comes to a Boil

With things heating up in D.C., marketers can't stand on the sidelines.

What to Do When You Shouldn't Have Hit Send

What to Do When You Shouldn't Have Hit Send

Here's what marketers should and shouldn't do after sending a flawed email and what they can do to avoid future mistakes.

Mailers Prepare to Deal With a Walloping Postal Rate Increase

Mailers Prepare to Deal With a Walloping Postal Rate Increase

Throughout Q4 2013, direct mailers fought to derail the 4.3% exigent postal rate increase that went into effect on January 28.

Don't Fight Hackers, Join Them

Don't Fight Hackers, Join Them

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.

How to Save the Postal Service

How to Save the Postal Service

We asked the experts to share their postal-survival checklist.

Fast Facts: January 2014

Fast Facts: January 2014

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.

Defining Social Analytics

Defining Social Analytics

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.

Word to the Wise: Customer Listening

Word to the Wise: Customer Listening

Customer listening should always be followed by analysis and action.

4 Modern Themes in Segmentation

4 Modern Themes in Segmentation

The availability of background and behavioral data is so wide that a growing number of companies are avidly segmenting.

Are Cookies Going Stale?

Are Cookies Going Stale?

Cookie blocking doesn't just affect advertisers; the change will also impact online marketers. With cookies out, new standards will arise.

Reacting to Social Behavior

Reacting to Social Behavior

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.

The Future of the USPS

The Future of the USPS

Ron Stroman, Deputy Postmaster General of the USPS, maintains a firm belief that postal reform can be enacted by Congress in the coming months.

When Segments Overlap

When Segments Overlap

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.

10 Best Bets for Avoiding the Spam Filter

10 Best Bets for Avoiding the Spam Filter

We sought the advice of several experts to provide you with proven practices to keep your email marketing out of the spam box.

The 10 Biggest Myths in Digital Marketing

The 10 Biggest Myths in Digital Marketing

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.

Anatomy of an Exigent Postal Rate Hike

Anatomy of an Exigent Postal Rate Hike

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 in Need of an Update?

Marketing Mix Modeling in Need of an Update?

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.

Attitudinal and Behavioral Data: Better Together

Attitudinal and Behavioral Data: Better Together

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.

Gmail Tabs: For Better or For Worse

Gmail Tabs: For Better or For Worse

The debate continues on whether Gmail Tabs are good or bad for marketers.

Holiday Email Strategy: Naughty or Nice?

Holiday Email Strategy: Naughty or Nice?

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?

Much Ado About Big Data

Much Ado About Big Data

Everyone's talking about Big Data, but are they talking about the right things?

Uncovering Customer Intent to Drive Conversions

Uncovering Customer Intent to Drive Conversions

Brands can now evaluate the implicit actions from remote customers and use the information to improve the efficacy of the online shopping experience.

Chances That Senate's Marketplace Fairness Act Passes House? Remote

Chances That Senate's Marketplace Fairness Act Passes House? Remote

Despite the passing of The Marketplace Fairness Act this past April in the Sentate, the bill faces a rough road in the House.

Abandon Those Shopping Cart Woes

Abandon Those Shopping Cart Woes

Fact: Most customers abandon their online shopping carts. So, what does a brand need do to get consumers buying?

The Long, Gradual, and Painful Goodbye

The Long, Gradual, and Painful Goodbye

Business tend to believe that churn occurs once a customer unsubscribes from a list but it might have been long before then.

A Welcome (Email) Strategy

A Welcome (Email) Strategy

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.

Hopes Rise for New Postal Reform Bill

Hopes Rise for New Postal Reform Bill

The fight for postal reform continues, and hope springs eternal.

Creating Five-Star Synergies

Creating Five-Star Synergies

There's no denying that marketers have a lot to say, but they're not always the ones consumers want to hear from.

Mobilizing Resources

Mobilizing Resources

Brands need to be mobile-aware. The question is: How does one budget for this necessary expense?

B2B Email Gets Contextual

B2B Email Gets Contextual

Just like their B2C counterparts, B2B marketers need to optimize email targeting to grab customers' attention, and fast.

The USPS in the Digital Age

The USPS in the Digital Age

The USPS has been actively developing tools and incentives designed to better connect direct mail and digital channels.

7 Don'ts for Email Marketers

7 Don'ts for Email Marketers

Email, the blast 'em out and collect the money standby of direct marketers, just got a lot more complicated.

The Voice of the Customer in the Digital Age

The Voice of the Customer in the Digital Age

Here are three brands using VoC techniques to build and maintain customer engagement.

BuzzFeed and Old Spice on Engaging Social Content

BuzzFeed and Old Spice on Engaging Social Content

Marketers need to solidify their content ideas before deciding on which social network their content will live.

3 Effective Ways to Make E-Commerce More Engaging

3 Effective Ways to Make E-Commerce More Engaging

It's relatively easy to engage customers on e-commerce websites when marketers know who those customers are, but what about customers who don't sign in?

Using the Second Screen to Drive Customer Engagement

Using the Second Screen to Drive Customer Engagement

Today's consumers is more likely watching TV with a tablet or a smartphone in their lap rather than a TV dinner.

Marketers Pause the Text and Play up the Video in Email

Marketers Pause the Text and Play up the Video in Email

In terms of audience retention and videos, one minute of video is worth 1.8 million words.

Without Five-Day Delivery, Will Rates Increase for Mailers?

Without Five-Day Delivery, Will Rates Increase for Mailers?

When the USPS announced in February a plan to eliminate mail delivery on Saturday, mailers approved.

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Q&A: Tracy Stokes, Principal analyst serving CMOs, Forrester Research

Tracy Stokes is an unapologetic brand-builder. We asked for her account of accountability.

Measuring the Wow

Measuring the Wow

Creativity in the age of marketing accountability.

Turning Loyal Customers Into Brand Evangelists

Turning Loyal Customers Into Brand Evangelists

Customer loyalty and brand evangelism is all about engagement, whether you're a regional brand or a national corporation.

USPS: The Next Amtrak?

USPS: The Next Amtrak?

Concerning the future of the USPS, one thing is abundantly clear: It is going to change, sooner rather than later, and in significant fashion.

Everyday Email Essentials

Everyday Email Essentials

Here are three must-have data sets that every marketer should include in his or her email strategy.

Liking Social Data

Liking Social Data

Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.

The New Power Couple

The New Power Couple

The darlings in business today are the CMO and CIO. Only when they partner well will marketing insight truly come to light.

List Buying Versus List Building

List Buying Versus List Building

Building a list takes time and resources, but some experts say that buying the wrong list can cost businesses their reputation.

Digital Hones Brands' Value-Added Services

Digital Hones Brands' Value-Added Services

Nike and Charmin "market" by providing digitally enhanced services that build customer loyalty.

Content Isn't Marketing Without a Strategy

Content Isn't Marketing Without a Strategy

Marketers who use content as part of their marketing mix must ensure that their content is meaningful for their audience.

Q&A: Kim Ann King, CMO, SiteSpect

Q&A: Kim Ann King, CMO, SiteSpect

Officially, Kim Ann King is the CMO of Web optimization company SiteSpect, but King's really more like the "CMTO" due to her marketing-technology infused skill set.

Big Data Needs Big Planning

Big Data Needs Big Planning

Are you a marketer who's been pressured to get with the Big Data program but have no idea where to start? Read on.

Opportunity is in the Mail

Opportunity is in the Mail

When samples are energized by social media interaction and online engagement, they can command a premium price.

NFC on the Ascendant

NFC on the Ascendant

Forget visual only ads. If some mobile direct marketers have their way, consumers will be tapping posters, in-store signage, and even print ads in the near future using NFC.

Once Hot, SMS and QR Codes Become Old Marketing Standbys

Once Hot, SMS and QR Codes Become Old Marketing Standbys

As mobile technology develops, SMS and QR codes might begin to look like marketing dinosaurs when compared to newer tools like near field communication.

Content's Digital Domain

Content's Digital Domain

The challenges and opportunities of online content syndication.

Voice Activated

Voice Activated

The voice of the customer calls marketers to action at Barclaycard, Cross Country Home Services, and JetBlue.

Should Agencies Build Tech?

Should Agencies Build Tech?

In the ongoing search for a competitive edge, agencies are developing in-house solutions to avoid reliance on technology vendors and improve communication.

Will Mobile Apps Give DRTV Appeals Their Due?

Will Mobile Apps Give DRTV Appeals Their Due?

DRTV promoters and advertisers try a digital response alternative to phone numbers and URLs that can link them directly to the sale.

Lead Nurturing: Finding the Sweet Spots in the Marketing Funnel

Lead Nurturing: Finding the Sweet Spots in the Marketing Funnel

B2B marketing can be tricky business. One of its biggest challenges is that prospects can go underground for months at a time without actually losing interest.

COPPA: Not Child's Play

COPPA: Not Child's Play

It's a federal regulation that affects companies like Nimbus Games, a mobile game publisher for children primarily between the ages of four to nine.

Top 5 Privacy Issues Revealed

Top 5 Privacy Issues Revealed

Privacy experts tackle the leading privacy issues surrounding on- and offline customer data.

The Click That Counts

The Click That Counts

Marketers are getting sharper at attributing which online ad impressions lead to conversions.

How to Be the Perfect (Content) Host

How to Be the Perfect (Content) Host

Hosting content online can often leave brands with a dilemma: go for social or go for website traffic?

Segmenting the Privacy-Centric Customer

Segmenting the Privacy-Centric Customer

Privacy-centric consumers tend to be over 40 and educated, but can lift their angry voices up from any demographic sector if provoked.

Use Showrooming to your Advantage

Use Showrooming to your Advantage

Here's how retail outlets spell nightmare: S-H-O-W-R-O-O-M-I-N-G.

Taco Bell markets its quality experience with a new menu

Taco Bell markets its quality experience with a new menu

Fast food restaurants often market the dining experience as much as the food itself. Take Taco Bell, for example.

Marketer vs. Reality

Marketer vs. Reality

Using data to align marketers' perceptions with the actual customer experience.

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Q&A: Jeff Diskin, SVP of global customer marketing, Hilton Worldwide

Jeff Diskin, SVP of global customer marketing at Hilton Worldwide, must keep 34 million HHonors members happy and returning for repeat stays.

Digital marketing mastery in the B2B world

Digital marketing mastery in the B2B world

Creating buzz and building engagement in the B2C world takes many forms. In B2B, it's all about content marketing.

Rise above a crowded digital landscape

Rise above a crowded digital landscape

The secrets to a brand gaining digital "all-star" status are the think multichannel, collaborate cross-functionally, and take creative risks.

Loyalty reprogrammed

Loyalty reprogrammed

Customer loyalty has become ever more tenuous. Marketers need to rethink their approach to building and sustaining loyalty—and data is how they'll amp up their results.

Q&A: Jessica Bohm, director of marketing, Folicia.com

Q&A: Jessica Bohm, director of marketing, Folicia.com

Jessica Bohm, Folica.com director of marketing, shares insights into the hair care e-commerce brand's highly successful customer referral program.

So many channels, so few quality leads

So many channels, so few quality leads

Want to reach prospects and cultivate leads? The choices are overwhelming. Marketers have to make educated choices—and the occasional leap of faith.

SoLoMo marketing hits the spot

SoLoMo marketing hits the spot

Brands are embracing integrated social/local/mobile campaigns to address the challenge of right time, right place, right offer.

Formulating the ideal marketing mix

Formulating the ideal marketing mix

Multichannel marketing + customer engagement = transaction. Brands share what they're doing to identify the ideal blend.

Online privacy concerns outweigh mobile app downloads

Online privacy concerns outweigh mobile app downloads

TRUSTe's recent report on consumer perceptions of mobile and online privacy show that there's more distrust around privacy policies in mobile apps.

Be relevant, not creepy

Be relevant, not creepy

Behavioral targeting can be a highly effective marketing asset when customer data is used wisely, not wildly.

Q&A: Gary Reblin, VP of domestic products, USPS

Q&A: Gary Reblin, VP of domestic products, USPS

Are mobile 2D barcodes the future of direct? Could be, says Gary Reblin of the USPS.

Pushing the envelope

Pushing the envelope

Marketers who still fully embrace traditional marketing tools such as print catalogs and direct mail have an opportunity to stand out to consumers bombarded by digital pitches.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Q&A: Kevin Harrington, chairman & founder, TVGoods, Inc.

Direct Marketing News spoke with DRTV vet Kevin Harrington about the history of the DRTV channel, how it's changed, and where it's heading.

DRTV changes channels

DRTV changes channels

A multichannel approach provides a clearer picture of DRTV's potential.

DRTV is the heart of Zestra's touchy campaign

DRTV is the heart of Zestra's touchy campaign

As much as the marketing landscape changes, many of the DRTV aspects that made it attractive to marketers for decades remain unchanged.

Pinpointing mobile search

Pinpointing mobile search

As more consumers turn to smartphones to find information on products and services, brands are overhauling their desktop search strategies for mobile.

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Q&A: Grazia Ochoa, director of global digital marketing, Starwood Hotels & Resorts Worldwide

Starwood's global digital marketing head Grazia Ochoa on what the brand is doing in the mobile space now and where it plans to be soon.

Friending e-commerce

Friending e-commerce

Facebook's ubiquitous reach now extends into the social commerce arena.

Leveraging QR codes

Leveraging QR codes

LBS and QR codes leave an impression on the mobile marketing landscape.

We're watching you: location-based privacy issues

We're watching you: location-based privacy issues

Location-based services that depend upon intimate knowledge of customers' whereabouts give some customers pause.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Q&A: Brian McClary, social & emerging media analyst, Ford Motor Co.

Location-based technology and QR codes are in heavy rotation at the Ford Motor Company.

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.