November 2007
|
|
DIRECT Newsline
|
| Data? They've Got It |
When it comes to database use, you might think business-to-business marketers trail their consumer counterparts. Well, think again. The range of database...
By Ruth P. Stevens and Bernice Grossman |
|
| Pitching the Crescent City |
A multichannel effort by Smithsonian magazine and the Louisiana Department of Culture, Recreation and Tourism was set to lure thousands of travelers...
By Richard H. Levey |
|
Features
|
| Listline |
NEW LISTS Meritline Technology Buyers Media supply company Meritline has a list of 317,786 customers from the last 12 months. A typical sale was $72...
|
|
Departments
|
| Model Behavior |
Want to drive higher responses and find a wealth of viable prospects in your database? You'll have to brave a bit of math. That is, you must segment...
By David Shepard |
|
Op-Ed Columns
|
| Pro-Choice |
The theme of John Greco's opening address at DMA07 last month was “choice” — choice for consumers. Good topic. But it did give rise...
RAY SCHULTZ |
|
| Who Needs ‘Needs’? |
I'm looking at a mailing from a company that sells vitamins and supplements. The key copy: “Scientifically formulated for all your nutrition needs.”...
HERSCHELL GORDON LEWIS |
|
General
|
| An Underserved Market |
Who Responds to What ...
By Richard H. Levey |
|
| Can a Mailer Find True Happiness? |
Direct mailers have been searching for even a shred of contentment since the most recent postal increase. It may be too much to think that the postal...
By Pamela Gaul |
|
| Create a Community |
These days there's a social networking Web site for just about every interest group from green living and activism (Care2) to dating and even flirting...
Tom Rapsas |
|
| Delta Ad Is Witty — But Pointless |
One of the most common errors I encounter in ads that seem to need makeovers is a reluctance to accept that the largest word in the ad is the headline...
THOMAS L. COLLINS |
|
| Do You Do It? |
So what do you do while you're on a conference call? If you're like a lot of Americans, you just might be shopping. A Bill Me Later/Ipsos Insight survey...
Beth Negus Viveiros |
|
| E-mail Delivers |
Speak to e-mail marketers for any length of time about their craft, and sooner or later the topic of deliverability will come up. This year's e-mail...
By Ken Magill |
|
| Funky, Flirty, Loud and Lemony |
Today everyone has multiple storefronts. There's your catalog cover, your Web site home page, and, if you're a brick-and-mortar retailer, your physical,...
BETH NEGUS VIVEIROS |
|
| Get to Know… HVDMA |
WHAT Hudson Valley Direct Marketing Association MEMBERSHIP 51 corporate members (including agencies, lettershops and mailing list vendors)and 29 individual...
Beth Negus Viveiros |
|
| HAVE FAITH |
Everybody wants to believe in something, and Church Initiative found the light online. The marketer of materials for crisis support groups is using the...
By Beth Negus Viveiros |
|
| How Not to Deal With ISPs |
Online political group Truthout.org cried foul recently after Hotmail and AOL blocked its e-mail. At...
KEN MAGILL |
|
| How to Keep Your Edge |
Here are six keys to staying competitive in search: Check your search positions often and use paid search to improve search performance....
Lisa Wehr |
|
| Letters to the Editor |
COULDN'T BEAT THE HEAT I had an experience similar to the one Beth Negus Viveiros described in her column (Pushing the Envelope, September). I stayed...
|
|
| Political Suppression |
Shaun Dakin wants to give politicians a taste of their own medicine. Dakin, a database marketer, was once a volunteer political telemarketer. In 2006...
RICHARD H. LEVEY |
|
| Relevancy vs. Creativity |
Is relevancy really more important than creativity? It's hard to prove. But now there's TiVo StopWatch, a new way of measuring minute-by-minute television...
THOMAS L. COLLINS |
|
| Sox in Mouth |
Baseball's 2007 World Series champions likely will have been crowned by the time you read this. Will the Boston Red Sox be the kings of the sandlot,...
Beth Negus Viveiros |
|
| Swim, Don't Sink |
If you want to be a big fish in a small pond, you need to make a splash. In her new book “Riches in Niches — How to Make It Big in a Small...
Beth Negus Viveiros |
|
| Talk It Up |
Any direct marketer worth his or her M.B.A. knows the importance of identifying a company's best customers — and keeping them happy. Since it can...
By Tom Rapsas |
|
| Telereps, Save Your Breath |
In any sales or service situation it's critical to listen, diagnose and encourage prospects to elaborate before persuading. One way to do this in telesales...
By Jeff Schmitt |
|
| The Online Gate Is Open |
Let's say you're a midsize company in an industry dominated by giants and you want to play with the big boys. They're big for a reason — established...
By Lisa Wehr |
|
