A Month to Push for Postal Reform?
With Congress back from its summer recess next week, direct marketers will not have to wait long on the prospects of a postal reform bill.
Metrics
Multichannel Campaigns: Filling in the Gaps in Your Data
Marketing programs must be relevant, timely, and built upon a credible foundation of meaningful information
Custom Prospect Database Solutions – Technology Implications
In the third installment of this four-part series on building custom prospect databases, we’ll discuss how customized consumer prospect database systems require changes in how we leverage and apply technology to the process of customer acquisition. Specifically, we’ll explore where prospect databases are hosted and maintained, how data consolidations work if the house file is integrated in the prospecting solution, and how and by whom the “rental” data are accessed.
Future Trends in Interactive Marketing (and the Future is Now) — Part 1
Nobody debates that the Internet allows for the most cost-efficient, personalized, and effective communication with consumers. Online communication can support brand building and generate sales, individually and simultaneously. Perhaps equally important, the Internet allows for communication and sales tactics to be quickly, easily, and accurately measured and optimized.
Focus Your Direct Response Marketing for Lower Costs and Higher Response
The complaint is a common one among companies that depend on direct mail and direct response marketing: “I’m sick of spending a fortune to send out thousands of full-color catalogs and mail pieces only to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail and catalogs?”
Canada Post to Launch Look Book
The catalog division of Toronto-based Canada Post is launching the Look Book, a catalog of catalogs from U.S. and Canadian merchants.
Analysis Without Numbers: Perspectives Learned from Sudoku
Sudoku starts very much like marketing analysis: We have some but by no means all the data to solve the problem
List Leaders Debate InfoUSA
Donnelley Group president Ed Mallin was unable to attend a panel discussion at last week’s List Vision conference in New York, but that didn
Get the Most Out of Your House File for Holiday Season
Most companies cannot mail their entire database during the holiday season. The following are six tools and techniques to leverage this valuable resource to it fullest potential and identify as many responsive and profitable names as possible.
Database Marketing Strategies for Mailing Deep into B-to-B Companies
There may be as many as 15 or 20 individuals at a company who influence a business-to-business sale. For that reason, the b-to-b marketer must include in his customer and prospect database a rich matrix of influencers.