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Is it possible to better target our prospects?  We already follow them around the web, serve mobile ads when they approach our stores, cookie them when they visit our websites, and serve display ads whenever they surf outside of ours.  We configure our website code in hopes of cracking the Google search algorithm so that […] … [Read More]

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Kudos to Jess Nelson for her article “Why Reciprocity Matters in Email Marketing” (http://goo.gl/TQ5y0M).  It’s pretty easy to read results from an email campaign relative to its cost to determine that the campaign underperformed.  Jess champions the use of a “free” premium and the resultant amazing results.  But that’s not a sustainable business model for most.  Her […] … [Read More]

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E-mail behavior is very predictable but stuck in the Ice Age when it comes to brands’ strategic use.  We have access to troves of customer and prospect e-mail response data – past, present and certainly future.  Yet segmentation strategies, commonplace with other digital marketing efforts, are vastly under-utilized by e-mail marketing practitioners. Why?  Well let’s […] … [Read More]

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I awoke from under a rock last weekend to a debate raging about “the dress”. After firmly siding with Team Blue/Black, I asked my wife for her opinion: “Unquestionably, white/gold”.  HUH?!  After spitting-up my coffee, I launched into a staunch defense of my position and assumed a conspiracy against unsuspecting men who clearly know nothing […] … [Read More]

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Over 14 years navigating direct marketing data sources, I’ve traversed the buzz-word landscape.  From today’s “Programmatic” to last year’s “Big Data” and all the way back to “Algorithmic Response Modeling” and “Multi-Channel Marketing” (which 10 years ago merely meant sending a follow up e-mail to a direct mail package), one thing remains abundantly clear:  The direct […] … [Read More]

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Considering what’s thought of as “Spam” by the general public, it’s no wonder when many believe that most advertising email campaigns are simply “Junk” and quickly classified as such.   Marketers should be apprehensive with two major concerns where Spam/Junk perception is concerned:  1) email clients mistakenly routing CANSPAM-compliant offers into the Spam/Junk folder (or not […] … [Read More]

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“What’s the Best Day to Deploy Email?” If I’ve been asked this question once, I’ve been asked it 1,000 times! I can’t fault the question as it generally flows from clients with little e-mail experience and they worry that their maiden voyage may be doomed before even pushing off the dock.  Google search this question and […] … [Read More]

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The cost to acquire a new customer is arguably the most critical expenditure to manage in any business.  Reasons vary, but most involve the uncertain and unpredictable nature of activities designed to acquire new business which do not always move along the cost curve at an increasingly profitable pace.  In our hyper-marketing world, yesterday’s successful […] … [Read More]

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The preponderance of “Big Data” makes one thing abundantly clear with respect to direct marketing:  Not only are DM tactics here to stay, they stand to vastly increase in usage as data becomes more readily available and costs to acquire, maintain, analyze, and utilize continue to drop.  That’s not to say that general advertising is […] … [Read More]

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I tend to think I have things figured out just about every day and then something happens to tell me that I don’t know anything!  Experience is golden and learning from mistakes is essential to bettering ourselves as people. Same holds true for marketing and why, as direct marketers, testing is such a major part […] … [Read More]