Live From DMA06: Integration of Brand and Direct Is Critical
(Direct) San Francisco–As marketers have an increased need to be accountable and make their advertising dollars go further, the brand/direct connection is becoming more important
Marketing
Live from DMA06: Power Segmentation Is Key to Better SEM
San Francisco
Live from DMA06: Sir Richard Branson Dishes on Virgin’s Brands, Goals
San Francisco–Known for pushing the norm on how business should be done, Sir Richard Branson, chairman of the Virgin Group of Companies, quickly admitted to DMA06 attendees during his keynote address Monday morning that there
3Q Sales Up at Grainger
Lake Forest, IL-based W.W. Grainger reported a 6% increase in third-quarter sales, to $1.5 billion for the three months ended Sept 30.
How to Determine Your Catalog’s Financial Objective
Many managers don
Understanding the Real Value of a Prospecting List
Prospecting results are traditionally reviewed based on the total performance of sales per book for each list, and subsequent mailing decisions are based on these results. In actuality, you should conduct further analysis to determine the true strength of each particular list and whether it makes sense to rent that list going forward.
How Long Should You Keep Contacts in Your Database?
I’ve found that companies often remove people from their databases far too soon–especially considering the potential lifetime value of the prospect and his company.
Spruce Up Your Holiday Mailings
The large volume of mail processed by the U.S. Postal Service between Thanksgiving and Christmas can provide challenges to both catalogers and mail carriers. In anticipation of the holiday rush, you should allow ample time to employ sophisticated list cleansing strategies so that you can be sure your mailings reach all of your customers and prospects.
Live from DMA06: B-to-B, B-to-C Require Different E-mail Creative
(Direct) San Francisco–Business-to-consumer and business-to-business e-mail campaigns require vastly different creative tactics to drive the highest response, according to a study released yesterday by e-mail service provider Silverpop
New Feature! Industry Insight
This month we introduce Industry Insight, courtesy of NextAction, a Westminster, CO-based database marketing services provider. Each month NextAction will share sales and channel data compiled from more than 1,100 multichannel merchants