Target Marketing articles from August 1999

Target Marketing archives from August 1999

Data mining to reduce churn.(customer relationship management)
August 1, 1999... Whether you call it one-to-one marketing or just getting closer to your customers, new data mining applications that raise your database from a historical reference to the source of predictive insights on customer behavior are being implemented...

What does it all mean to you?: everywhere you turn is a headline announcing changes in the list industry.(Cover Story)
August 1, 1999... Everywhere you turn is a headline announcing changes in the list industry. To borrow a phrase from a Bob Dylan song, "The times they are a changin'" in the list industry. Buying or renting lists - such a vital ingredient in the success or...

Monitoring the mail.(mailing list protection schemes)
August 1, 1999... Your campaign is ready to go: You've selected the lists, finalized the creative, hired a printing company and lettershop and deposited funds into the postage account. Every detail is covered. Well, maybe not every detail. If you haven't...

Choosing e-mail lists.(e-mail lists for direct marketers)
August 1, 1999... Just as is true in the off-line world, all e-mail lists aren't created equal. Response rates among opt-in e-mail lists available for rental vary from 0 percent to 15 percent, with average rates falling between 3 percent and 8 percent. The...

Category-by-category highlights.(includes related article on e-mail lists)(using co-op databases)
August 1, 1999... Who is your target market? Depending on the answer, the ongoing changes in the list business may impact your direct marketing efforts differently. We asked some of the key players in certain list markets to comment on the environment tot...

The changing role of the broker (and what it means to you).(list brokers)
August 1, 1999... Not so long ago, many brokers simply sent out data cards scribbled with a few notes and called it a recommendation. As the 20th century draws to a close, the role of list brokers has evolved into one of a partnership with their mailers. ...

Entering the southern cone: recession and devaluation have little effect in direct marketing growth in South America.
August 1, 1999... Of all the changes that have occurred within the past decade, none is more striking and less noted than what has taken place in our own hemisphere. When Ronald Reagan became president, only 40 percent of the people in Latin America lived in...

Raising commitment: mentoring organization taps high-tech tools to communicate its complex message to the community.(Lightfall Interactive)
August 1, 1999... Not all nonprofit organizations want your money when they send out a direct mail campaign. Sometimes, they want something that's even harder to come by: commitment. That was the challenge Lightfall Interactive was faced with when it took on a...

Sound off: housing multiple contacts, managing customer relationships and finding new sources of data are a few of the key issues facing business-to-business marketers.
August 1, 1999... While it is true that business customers are consumers at the office, marketing to the business world presents business-to-business marketers with some challenges not faced by their consumer counterparts. What are a few of the key issues...

It's not the gift that counts - it's the box it comes in.(business-to-business marketing)
August 1, 1999... Computers can hear us and cars can talk back - why not a mail package that sings? Our client, VERITAS Software Corporation, liked the idea and so did we. The result is an eye-catching dimensional mailing. VERITAS faced an unusual challenge....

Music lovers: nearly everyone loves music - meaning there is a music list for nearly every offer.
August 1, 1999... What does a Vivaldi lover have in common with a Limp Bizkit concert goer? How is a Britney Spears fan like an aficionado of John Coltrane? Would a Fat Boy Slim partisan get along with listeners of Garth Brooks, DC Talk or Missy Elliot? ...

Instant branding: Internet domain name registration system creates de facto trademarks, as well as potential for trademark conflicts.
August 1, 1999... When Peggy and I decided to publish a newsletter on direct mail back in 1984, the proposition was very straightforward. We settled on a name (Who's Mailing What!) and hired our enormously gifted artist Heide Follin to figure out a logo (which...