In the increasingly complex world of online marketing, having a targeted mailing list and a sending a great email offer are as important as ever. But a third factor has emerged as a critical determinant of direct marketing ROI: the offer-specific landing page.
Experienced online marketers will tell you that consumers expect email links to take […]

Continuing our comments on direct marketing for Web 2.0, here are a few observations about email and direct mail offers that invite consumer interaction and participation.
Just as the advent of email marketing added “opting in” to “selling” as a goal direct marketing goal, the advent of Web 2.0 adds “inviting consumer interaction and participation” to […]

Earlier this week we wrote about Web 2.0 and promised to follow up with posts about some of the specific implications it has for direct mail. The first of these follow-ups deals with a growing audience of consumers Wired magazine has dubbed “the Long Tail.”
The idea of the “Long Tail” challenges the traditional view that […]

Recognize that fellow in the airport waiting area, pulling out a PDA to check web-based email and an RSS newsreader? Does the woman listening to the videocast of a celebrity chef on her iPod look familiar?
Take a good look. Because if you’re a direct marketer, these are probably your newest customers. Consider these “new media” […]

The Interactive Advertising Bureau (IAB) recently announced draft best practices for lead generation and is seeking industry comment.

The recommendations focus on “consumer transparency and data integrity.”  Consumer transparency recommendations include permission and policy disclosure issues, while data integrity recommendations identify obligations of publishers/vendors to advertisers.

The full text of the Online Lead Generation Best […]

Marigold is happy to announce a hot new list property: Wireless Cell Phone Subscribers. Each subscriber has opted in to receive postal, email, and even Text Messaging offers.
The Marigold Wireless Cell Phone Subscribers file provides an ideal demographic for targeting individuals that currently subscribe to a cellphone service within the United States. With over […]

Recently Google’s AdWords program rolled out the capability to geotarget the ads that appear alongside their search results. Up until now, advertisers have only been able to restrict advertising distribution by city, state, or country. Advertisers now specify an address (or map location) and a radius within which ads should appear. For instance, a […]