David's Direct Marketing Forum

Are QR Codes Replacing SMS in Mobile Marketing?

2012-03-08T20:54:00.001-08:00

Mobile marketing experts are debating whether QR codes are starting to outperform the popular text SMS in campaigns, according to a recent Mobile Marketer story. Asserts Laura Marriott, CEO of NeoMedia Technologies. "From some of the campaigns that we have run alongside SMS call to actions, the QR codes are outperforming the response from SMS significantly. In many times, a factor of 10 or more times more successful. This is really causing our brand clients to question how they are going to use SMS in the future." For more detail, see http://www.mobilemarketer.com/cms/news/software-technology/12105.html

E-mails That Offer Discounts Are Most Shared

2012-03-06T22:02:00.001-08:00

E-mail promotions that include a discount are shared more than any other type of e-mail campaign, according to more than a third of global e-mail marketers surveyed by Emailvision, an e-mail marketing software provider, in fourth quarter 2011 research. For more detail, see
http://www.emarketer.com/Article.aspx?R=1008868

2012 BtoB Marketing Set to Rise, Led by Online

2012-03-01T09:29:00.001-08:00

Business-to-business marketers are pretty bullish on 2012, with the focus on customer acquisition and online media, according to a survey by "BtoB" magazine. The "2012 Outlook: Marketing Priorities & Plans" found 76% of marketers expected to increase online media spending, 41% would up events, 36% planned more direct mail and 18% were set to boost telemarketing. Modest cuts in print ad spending were projected, however. For details, see http://www.btobonline.com/article/20120209/EVENT02/302099994/bma-ny-marketers-see-budgets-rise-and-lead-gen-paramount

Education Sector Tops 2011 Online Giving Growth

2012-02-23T10:44:00.002-08:00

Education fundraisers provide a lesson on the value of year-round online effort in Blackbaud Inc.'s latest report on 2011 online giving. The report showed overall online giving up 13% on a year-over-year basis (after removing international giving's Haiti earthquake skew), but education organizations led the pack with a 40% rise from 2009. Most fundraisers still count on a seasonal spike, with October-December online giving accounting for almost 35% of 2011 donations, but Steve MacLaughlin, Blackbaud director of Internet solutions, noted, "It is possible to build an online giving program that avoids the make-or-break, end-of-year fundraising crunch. This is evidenced by the education and healthcare sectors that have benefited from concerted online fundraising efforts during other parts of the year." For details, see
http://finance.yahoo.com/news/Online-Giving-Nonprofits-Grew-bw-2040041820.html

Europe Privacy Law Would Curb Online Data Use

2012-02-21T10:22:00.002-08:00

Europe is considering a broad new law on online data privacy. The proposed law would force Internet companies like Amazon.com, Google and Facebook to obtain explicit consent from consumers about the use of their personal data, delete that data forever at the consumer’s request and face fines for failing to comply, reports The New York Times. The European Union data protection program would regulate all companies doing business online in the EU's 27 member states, not just those based there. It would bascially pull the rug out from under Internet companies' ability to use personal data, the key to their online advertising profits. For details, see http://www.nytimes.com/2012/01/24/technology/europe-weighs-a-tough-law-on-online-privacy-and-user-data.html

ComScore Debuts Tool to Validate Online Ad Delivery

2012-02-16T10:05:00.002-08:00

Uncertain digital ad delivery is a big issue for online marketers, as shown by a recent ComScore Inc. study that found 31% of ad impressions are never seen by consumers. Now ComScore has introduced a tool to address the problem it uncovered: Its Validated Campaign Essentials will provide an unduplicated accounting of ad impressions to ensure that ads can be viewed, served to the appropriate targets and delivered in a "brand-safe environment." For more, see http://www.internetretailer.com/2012/01/18/comscore-introduces-validated-campaign-essentials

Keep Consumers Within Facebook to Lower Ad CPC

2012-02-14T12:29:00.002-08:00

Looking for way to trim the cost of Facebook ads? Increase your in-network appeals. Marketers running Facebook ads that don't drive a consumer outside of the social network have seen cost-per-click (CPC) rates drop by up to 45%, according to a new study released by Facebook marketing firm TBG Digital. Meanwhile, the average CPC for U.S. ads served on Facebook increased by 10% from the third quarter to the fourth. For more, see
http://www.dmnews.com/study-lower-cpcs-for%2520ads-that-keep-consumers-within%2520-facbook/article/223357/

Digital, Direct Spending Forecast to Surge in 2012

2012-02-09T11:03:00.002-08:00

The latest Winterberry Group forecast has good news for every marketing channel in 2012. But the most optimism is reserved for direct and digital spending, which is projected to rise by 5.2%, to $227.2 billion -- driven by mobile (up over 50%) and social network services (up over 33%). Even direct mail holds its own, remaining the largest marketing spend category at $46.9 billion in 2012. For more details on the marketing industry outlook, see http://chiefmarketer.com/multichannel-marketing/direct-digital-spending-2012-0118rhl1/index.html

Over 30% of Online Display Ads Go Unseen

2012-02-07T09:09:00.003-08:00

There's an alarming amount of waste in online ad spending, according to new comScore research. The comScore study of campaigns by a dozen major brands found 31% of ad impressions are never seen by consumers. Why? Many online display ads are placed on parts of the web page that are never viewed by consumers. Ads classified as "in view" ranged greatly by site, from only 7% up to 91%. "This dilutes the impact of campaigns for advertisers and represents a drag on prices to publishers," said Magid Abraham, comScore CEO. "Conversely, some ads below the fold are quite visible and deserve more credit." For more details, see http://www.clickz.com/clickz/news/2139876/report-31-display-ads-unseen

Homeless Charity Mailing Reaps $45,000 in 4 Days

2012-02-02T12:21:00.002-08:00

Nonprofit marketing kudos are in order. A direct mail campaign to previous donors on an e-mail housefile raised $45,000 in four days for The Wheeler Mission, an Indianapolis-based charity aiding the homeless. The nonprofit dropped 9,000 pieces on Dec. 28 and got a 3% response rate. For more details on the charity's marketing plans, including expanded e-mail, see http://chiefmarketer.com/direct/non-print/Wheeler-Direct-Mailing-Raises-forty-five-thousand-in-Four-Days-lar2/

You Know Mobile Is Hot When Even USPS Is a Fan

2012-01-31T13:44:00.002-08:00

Everyone is riding the mobile bandwagon -- even the USPS. If you are an e-mail marketer, take note that mobile e-mail open rates were up 34% in the second half of 2011, and rose a whopping 73% for iPads, according to the latest Return Path study. For details, see http://www.mobilemarketer.com/cms/news/research/11667.html . And if postal mail is your channel, well, the U.S. Postal Service has added a new app to its suite of mobile services for you. The new app allows iPhone and iPad users to scan barcodes on shipping labels with the device's camera for convenient tracking of packages and other mail. See http://about.usps.com/news/national-releases/2012/pr12_003.htm

Consumers Prefer Direct Mail to E-mail Marketing

2012-01-26T11:45:00.002-08:00

Despite the rise of digital marketing, consumers prefer direct mail over e-mail for receiving marketing messages, according to a new study by multichannel marketing company Epsilon. Direct mail trumped e-mail in almost every product category, including health, financial services, insurance and travel. Direct mail also was the favorite option across age groups, extending to the 18- to 34-year-old, digital-savvy demographic. For more details, see http://www.epsilon.com/download/consumer-survey-results-reveal-direct-mail-most-preferred-channel-receipt-brand-communicati

Sir Speedy and PIP Use PURLs to Sell PURLs

2012-01-24T11:53:00.002-08:00

Franchise Services Inc.'s brands, Sir Speedy and PIP Printing and Marketing Services, are using custom-printed direct mail pieces to promote their services -- including use of a personalized url (PURL). "We're using PURLs to sell PURLs," explained David Robidoux, Franchise Services vice president of marketing. Ten times a year, the company drops around 160,000 mailers on behalf of 350 to 400 franchise locations, with each generally submitting 500-1,000 prospects. Each mail piece is customized with PURL response mechanisms, and some mailers even showcase three response channels — PURLs, QR codes and telephone numbers personalized to the location nearest the recipient. To read more, see http://chiefmarketer.com/direct/print/direct-mail/custom-mailing-purl-pi-sir-speedy-1208rhl2/

Charitable Giving on the Rise in Last Months of 2011

2012-01-19T11:06:00.002-08:00

Approaching New Year's Eve, charitable giving was already up 15% for December 2011 compared with the same month of 2010, reported the Network for Good, a site that enables donors to contribute to more than 10,000 charities nationwide. That positive December report didn't even include an anticipated spike of last-minute donations in the year's final 48 hours. It also followed a 20% November-over-November donations rise. In the end, 2011 donations will still lag the pre-recession level of 2007. But, given positive economic trends, the year-end growth hopefully signals continued recovery of charitable generosity in 2012. For details, see http://money.cnn.com/2011/12/30/pf/holiday_money_donations/index.htm?iid=SF_BN_River

USPS to Offer Credit Billing to Direct Mailers

2012-01-17T12:25:00.001-08:00

At last the Direct Marketing Association (DMA) has a reason to praise the U.S. Postal Service. The Postal Regulatory Commission has granted a USPS request to allow postage credit billing to direct mailers rather than requiring postage prepayment. For now, the credit lines will go to large mailers who enter into negotiated service agreements with the USPS, but the DMA is urging expansion of the ruling to aid all direct-mail marketers. To read the actual ruling, see http://www.prc.gov/Docs/79/79321/Order1099.pdf

Adding Social Sharing to E-mail Boosts Clicks 115%

2012-01-12T11:52:00.001-08:00

Looking for another reason to integrate your marketing channels? Well, the latest study from GetResponse, based on analysis of its database of client campaigns, found that adding social sharing options into e-mail content boosts click-through rates by a whopping 115%. E-mail campaigns that urged recipients to share content saw more than a 5% click-through on average, while messages lacking social integration got just 2.6%. What social platforms work best? Campaigns including LinkedIn sharing options led with a 9% click rate, followed by Facebook (5.4%) and Twitter (5%). For more, see
http://www.brafton.com/news/study-social-sharing-boosts-email-marketing-engagement-115-percent

Forecast: Higher-Ed Marketing Soars Into the 'Cloud'

2012-01-10T12:03:00.001-08:00

2012 will see cloud computing expanding its role in higher education markets, predicts Enrollment Rx President Lawrence Levy. While his prognostications may be self-serving, since Enrollment Rx is an innovator of cloud-based CRM for higher-education clients, including California State University, his forecasts are based on some undeniable technical trends. Mobile and social media innovations are among Levy's top drivers for cloud adoption at academic institutions. The current generation of students already relies on their smart devices and social networks like Facebook to communicate, share and get information, Levy points out. With the cloud delivery model, institutions gain immediate access to innovations that vendors develop, making it a natural fit for extending main systems like CRM to mobile devices and social networks in a low-cost, low-resource way, Levy asserts. For more details of his technical forecasts for the education market, see
http://markets.financialcontent.com/prnews/news/read?GUID=20355342

Survey: 'Engage' to Avoid 2012 Fundraising Stall

2012-01-05T09:48:00.001-08:00

U.S. fundraising appears headed for a stall in 2012, according to a survey by U.S. agency Fenton and research firm GlobeScan. The firms questioned U.S. and U.K. donors of at least $20 to charity in July 2011. The survey found 65% of U.S. respondents planned to hold their giving to the same level in 2012, and 17% planned to cut donations this year. How can nonprofit marketers escape 2012 doldrums? While traditional media was rated as the best way to attract new donors, social media was seen by existing donors as an important way to prime the pump, epecially if the nonprofit can engender passion for its cause and trust in its management. Rob Anderson, managing director of Fenton’s New York office, commented: "In today’s economic climate, nonprofits and charities must effectively engage people on the impact and timeliness of their work to stand out from the pack and raise the level of trust and support from existing and potential donors. These findings confirm that, if they haven’t already, nonprofits and charities must adapt to the age of engagement." For survey details, see donors.http://www.fundraising.co.uk/news/2011/12/06/us-and-uk-donors-039plan-give-same-or-less039-charities-2012

2012 Doomsday? Not for E-mail, Says Expert

2012-01-03T13:44:00.001-08:00

The end of the Mayan calendar in 2012 may spell doom to some -- but not for e-mail marketers, opines e-mail expert David Daniels in his forecast column for ClickZ.com. He predicts that e-mail marketers will continue to profit in the year ahead, but bottom-line pressures will mean a new focus on behavioral segmentation, on cross-channel success measurement, and on the penalties of beating dead-horse e-mail files. Marketers will also have to keep an eye out for more sophisticated hacker attacks as well as election-spurred legislation to address cyber-security. For his complete forecast, see http://www.clickz.com/clickz/column/2134717/2012-email-marketing-predictions

E-Commerce Hits New High in Holiday Retail Sales

2011-12-29T11:50:00.001-08:00

E-commerce sales climbed to $35.3 billion for the November-December holiday season through Dec. 25, up 15% compared with the same time period last year, according to the latest comScore report. Not only did Cyber Monday e-tail sales increase 22% year-over-year, online sales even rose Christmas Day as consumers loaded up new devices with digital content purchases. Overall, the National Retail Federation (NRF) estimates holiday retail sales will be up 3.8%, above the 10-year average but behind the 5.2% of last year. E-commerce was a key driver, with the NRF finding that the average consumer planned to do 38% of holiday shopping online. Also, price-shopping via mobile devices played a greater role this year, agreed comScore and the NRF. For more details, see http://www.dmnews.com/report-e-commerce-sales-up-this-holiday-season/article/221020/

Experts See Mobile 'Revolution' in B2B Marketing

2011-12-27T10:05:00.001-08:00

Looking for a b-to-b New Year's resolution? Put more money into mobile marketing! According to a new forecast by Berg Insight, the global mobile ad market will expand six-fold between 2010 and 2016, taking mobile advertising from 3.8% of worldwide ad spending to 15.2%. For more see, http://b2bnewsportal.com/ That backs up recent opinions at "The BtoB Forum: Mobile Marketing," where experts cited current b-to-b mobile success stories, from small shops to aircraft giant Boeing Co., and urged companies to invest now for the coming "revolution." Per keynote speaker Karsten Weide, VP-research, digital media and entertainment at IDC: "Even today, our research indicates that more than 50% (of users) access the Internet through a mobile device. And by 2015, it will grow to 90%, when more people go online via their mobile device than on a computer. It's nothing less than a revolution. It's going to be a total seismic change in how we use the Internet." For details, see http://www.btobonline.com/apps/pbcs.dll/article?AID=/20111116/EVENT02/311169990

E-mailers Know Data Counts, But Few Use It Well

2011-12-22T10:22:00.001-08:00

Emailvision's recent survey of global online marketers reinforced the continuing commitment to e-mail marketing (90%), but many of the 700 interviewed also admitted they failed to do even the most basic targeting! For example, only 20% personalize all e-mail. The majority (85%) said the consumer data they have acquired is not being put to use effectively, if at all. Only a little over half (55%) were satisfied with their ability to undertake basic targeting and segmentation. For more detail on the survey, see http://www.bizreport.com/2011/12/email-marketers-realize-importance-of-data-few-using-it.html

67% of Small Firms Won't Boost Social Media Spend

2011-12-20T09:51:00.001-08:00

While 88% of small businesses say they think an investment in social media helps the bottom line, two-thirds don't want to put more money toward the channel in 2012, according to a new report by SocialStrategy1 and Office Arrow. A survey of 343 execs at firms with less than 10 employees found 67% don't plan to increase social media spending next year. Why the ambivalence? Many say they are overwhelmed by demands on time and personnel. For more report details, see http://www.mediabistro.com/alltwitter/small-business-social-media-study_b15921

Study: Over Half of Social Media Marketing Ignored

2011-12-15T10:03:00.001-08:00

As many as half of all social media marketing campaigns are going unnoticed globally, according to a new study by TNS, a global research consultancy. In fact, in developed markets, 57% of consumers say they don't want to engage with brands via social media, rising to 60% in the U.S., notes Matthew Froggart, TNS chief development officer. As a result, misguided strategies are creating "digital waste" that pollutes social media channels and makes it even harder for branding efforts to be heard. Froggart advises that, while the study found great potential for brand engagement on social media, companies need to more carefully craft their digital campaigns. For more detail, see http://www.tnsglobal.com/news/news-04A0B352BC1F43A49A27338D6BEDC006.aspx

Online College Uses Postcards to Rocket Enrollment

2011-12-13T10:45:00.001-08:00

Here's an impressive example of direct mail outperforming online for education marketing: Lakewood College, a two-year nonprofit online school, vastly increased its enrollment levels of military-affiliated students with a postcard marketing program this summer. Starting with a 10,000-piece drop in June and following up with 30,000 pieces in July, Lakewood enrolled 300 students, according to Tonya Higgins, president of the 525-student, Lakewood, Ohio-based institution. That compares to just 45 students recruited from the military last year when the school relied on online ads, search and PR. For details on the postcard campaign, see http://chiefmarketer.com/direct/print/school-postcard-effort-makes-enrollments-surge-1026-lar2/?YM_MID=1268168&YM_RID=jan%2540lexinet.net

Online Giant Google Is a Global 'Snail Mail' Leader

2011-12-08T11:06:00.001-08:00

Here's an eye-opener for all those who preach that digital marketing is making "snail mail" obsolete: High-tech icon Google invests significantly in low-tech direct mail. In fact, Google is one of the largest direct mailers globally, using direct mail to attract new clients and grow revenue. For a peak at Google's direct mail tactics, see http://www.thedirectmailman.com/direct_mail_answers_for_p/2011/08/how-google-uses-direct-mail-marketing-to-grow-its-business.html

DMA Urges USPS to Drop Exigent Rate Hike Plea

2011-12-06T11:15:00.001-08:00

The Direct Marketing Association (DMA), Association for Postal Commerce, Alliance of Nonprofit Mailers, and MPA-The Association of Magazine Media, have joined to ask the Postmaster General to withdraw the Postal Service (USPS) request for a $2.3 billion exigent (above inflation) postage increase. This increase would be over and above the announced inflation-capped postage increases scheduled for Jan. 22, 2012. The DMA warns that just the possibility of an exigent rate hike casts a "pall of uncertainty" over mailing plans that can lead to cuts in mail volume and thus USPS revenue. The USPS just ended fiscal 2011 with a smaller net loss of $5.1 billion, down from $8.5 billion in 2010. While first-class volume fell, shipping service and standard mail volume climbed. For the DMA release, see http://technews.tmcnet.com/news/2011/12/06/5974718.htm

Some Subject Line Tactics Boost E-mail Opens

2011-12-01T12:53:00.001-08:00

Worldata Research has found several e-mail subject line tactics significantly boost open rates. For b-to-b offers, putting the recipient's company name in the subject line increases open rates by 22%, for example. See http://listpriceindex.com/ Meanwhile, "where have you been?" in a subject line to contacts can boost open rates by 34%, Worldata reports. But you need to be patient as you monitor consumer response, the company adds. In sending consumer acquisition e-mail, over 30% of click activity occurs after day 3 of a deployment.

Senate Bill Allows State Sales Tax on Internet Buys

2011-11-29T12:15:00.001-08:00

A recently introduced U.S. Senate bill would allow states to collect sales tax on purchases made over the Internet. It is being praised by the storefront retailing industry and condemned by the Direct Marketing Association and a coalition of online retailers, who say it unfairly penalizes small businesses doing remote state sales. For more, see http://news.cnet.com/8301-31921_3-57321515-281/senate-bill-reignites-internet-sales-tax-debate/

Retailers Extend Cyber Monday, Online Holiday Push

2011-11-22T11:40:00.001-08:00

Just as many brick-and-mortar retailers are expanding Black Friday efforts, online retailers will do more before, after and during this year's "Cyber Monday" shopping event, according to Shop.org’s eHoliday survey. Half (51.0%) of online retailers surveyed will offer promotions on Thanksgiving Day, eight in 10 (78.4%) will have special promotions on Cyber Monday, and 92.2% of online merchants will offer special promotions at some point during the Thanksgiving weekend this year. A growing number of at-work shoppers will drive sales: According to the survey, 58.4% of workers with Internet access, or 75.9 million people, will shop for holiday gifts from the office this year. For details, see http://nrf.com/modules.php?name=News&op=viewlive&sp_id=1255

Marketer Woos Catholics Via Magalog, E-mail & Social

2011-11-17T14:21:00.001-08:00

St. Benedict Press, a marketer of downloadable video and audio recordings for Catholics, is aggressively seeking a new audience beyond its house file with a combination of magalog, e-mail and social media campaigns. The company plans four magalog mailings over the next 12 months, starting in December with 100,000 magalogs sent to 23 response lists of Catholics. It will support the magalog effort with an ongoing e-mail campaign, including 12 to 16 e-mail blasts to 50,000 opt-ins. At the same time, St. Benedict will boost its social media outreach. St. Benedict's Facebook page already has 3,000 likes, and the company used Facebook feedback earlier this year to test-market a new Bible translation. For details, see http://chiefmarketer.com/direct/saint-benedict-tries-magalog-email-social-reach-catholics-1025lr3/

Online Type-in Ads Boost Brand Recall 67%

2011-11-15T12:25:00.001-08:00

Online type-in ads, also known as a CAPTCHAs, can increase brand recall by 67%, according to a recent study by Solve Media. Solve Media's type-in ad uses a smarter version of the anti-spam CAPTCHA (human authentication) security code, replacing a distorted sequence of letters or digits with brand-relevant messaging, to allow downloading or purchase. The study looked at results from 18 million type-ins served across 2,000 publishers for 43 brands. In addition to ad recall, the study also saw increases in brand awareness, association, favorability and intent. Read more at http://newsnewers.com/443/solve-media%e2%80%99s-smart-captcha-ads-improve-brand-recall-by-67

Almost 20% of E-mail Never Reaches Inboxes

2011-11-10T10:26:00.001-08:00

Only 81% of permissioned commercial e-mail worldwide is reaching inboxes, according to a new benchmark report by Return Path. Spam folders claim 7%, and 12% simply go missing. Return Path notes that e-mail marketers need to focus on inbox placement rather than bounce rates, and not assume that e-mail that doesn't bounce is reaching its destination. For details, see http://www.returnpath.net/blog/intheknow/2011/09/email-deliverability-still-plagues-commercial-email-senders-worldwide-only-81-of-email-reaches-the-inbox/

USPS to Hike Average Rates 2.1% in January

2011-11-08T13:37:00.001-08:00

The U.S. Postal Service has announced an average 2.1% hike in postal rates for 2012, effective Jan. 22. The increase is the maximum allowed based on the current rate of inflation. As far as industry impact, catalog mailers are already weighing in with forecasts of lower mail volume and increased use of non-mail channels. See http://multichannelmerchant.com/catalog/average-postal-rate-increase-2012-1020jt1/

Study: Customers Prefer Direct Mail to Phone, E-mail

2011-11-03T11:48:00.001-07:00

A recent research article in the Journal of Marketing reports that customers accept about twice as much direct mail, compared with phone calls and e-mail, before their spending levels start to drop. The study of multichannel marketing was based on contacts between a large auto dealership and its customers. The researchers hypothesized that customers view physical mail "as less intrusive than telephone calls or e-mails." For details, see http://newsroom.ucr.edu/2680

DMA Conference Attendees Are Upbeat About 2012

2011-11-01T12:41:00.001-07:00

Optimism reigned among attendees at the Direct Marketing Association's 2011 Conference & Exhibition in Boston. A Pitney Bowes survey of arrivals at the October event found that 80% expected increased marketing budgets in 2012. For details, see http://news.pb.com/press-releases/pitney-bowes-survey-80-percent-marketers-say-2012-bugets-will-increase.htm

AccuList USA Growth Spurs Move to Bigger Office

2011-10-27T12:33:00.001-07:00

Due to the success of its clients, AccuList USA® has experienced tremendous growth this year and will be moving to a spacious new office, announced David Kanter, president and CEO of AccuList, Inc. At the end of this month, the company headquarters will move to 2140 Eastman Avenue, Suite 105, Ventura, CA 93003-7786, which is two blocks from the present headquarters. Since 1988, AccuList USA has provided "best-in-class" e-mail and direct-mail list and insert media brokerage and management services. Now, its media services have expanded to include mobile marketing, social media, co-registration, lead generation, and online display advertising. "In 2012, we will promote our digital marketing services under a new brand that you will hear more about in the coming days. Today, the media paradigm is digital2direct®," added Kanter.
For industry trends and company news, follow AccuList USA with Facebook, LinkedIn, Twitter, David's Direct Marketing Forum blog and the quarterly e-newsletter. http://www.acculistusa.com/news_and_views.php

One in Four Small Businesses Hates Social Media

2011-10-25T11:53:00.001-07:00

A recent survey by iContact, an e-mail and social media marketing company, found that 25% of small businesses say they hate social media, including Facebook, Twitter, LinkedIn and Groupon. The proportion of fans to foes differs by platform and type of business, of course. For example, while 76% of small firms like Facebook, only a third of those in finance and insurance are fond of it. The biggest Facebook fans? Nonprofits (87%) and education (82%) really embrace it. One of the most disliked platforms is Groupon, with 70% of small businesses in the "hate it" category. For more details, see
http://markets.financialcontent.com/prnews/news/read?GUID=19782545

More Mobile Users Tune Into B2B Email Campaigns

2011-10-20T15:53:00.001-07:00

Worldata recently reported a 24% jump from August 2011 to August 2010 in the number of business-to-business acquisition emails that are read on mobile devices. Does your b-to-b email keep the mobile reader in mind? Consider these quick tips at http://chiefmarketer.com/email/creative/0204-mobile-ready-email-design/?cid=nl_email_ess

Market Roller Coaster Doesn't Rattle CMO Spending

2011-10-18T13:44:00.001-07:00

Are stock market gyrations rattling your marketing nerve? Take heart. The latest CMO Survey by Duke University found the majority of top marketing execs plan to increase spending on all forms of marketing. That growth commitment was expressed even though they were interviewed in August in the middle of the debt ceiling crisis! The 249 execs were focused on good company performance despite economic pessimism. For details, see http://www.fuqua.duke.edu/news_events/releases/cmo-survey-sep-11/

'Limited-Time 30% Off' Wins for Holiday E-mail

2011-10-13T12:09:00.001-07:00

A 30% limited-time discount offer appears to work better than other e-mail marketing messages in motivating consumers to buy, according to research by Experian Marketing Services. In advising marketers for the holiday season, Experian notes that a limited-time, percent-off discount lifts transaction rates by 34% and revenue by 40%, outshining other types of offers, such as dollars off. And "30% off" is the new magic formula, up from the 20% discount most common in 2009. For details, see http://www.internetretailer.com/2011/09/28/every-online-holiday-shopper-has-his-discounted-price

Acquisition, Data Integration Lead Marketing Agenda

2011-10-11T13:45:00.001-07:00

In good and bad times, all marketing roads still lead to data. In a sign of improving economics, acquiring new customers is now the top challenge for marketers, according to the 2011 mid-year marketing trends report by Kern Organization, a Los Angeles-based direct marketing agency. Recession-battered firms previously were focusing more on retention. Some 90% of the 400 top marketing executives surveyed agreed that better integration of offline and online data collection with analytics is key to success now. For details, see
http://www.prnewswire.com/news-releases/2011-mid-year-marketing-trends-study-reveals-top-three-marketing-challenges-130618818.html

E-mail Volume Grew in 2nd Quarter

2011-10-06T12:44:00.001-07:00

Average e-mail volume was up 16.2% in the second quarter of 2011 compared with the prior quarter, according to a quarterly report by Epsilon and the DMA's Email Experience Council. At the same time, the average open rate of 22.2% and the average click-through rate of 5.2% were down slightly from the first quarter. Four industries did buck the trend with open rate increases: business publishing/media, consumer services, retail and retail specialty. For details, see
http://chiefmarketer.com/email/metrics/email-volume-up-0920bnv2/?YM_MID=1259342&YM_RID=mokrmade@hotmail.com

Online Book Tops Amazon Direct Marketing Category

2011-10-04T12:20:00.001-07:00

In a sign of shifting tides in direct marketing, a newly published book, "The McGraw-Hill 36-Hour Course: Online Marketing," is topping the charts in Amazon's direct marketing category. The book focuses on relationship-building using web tools, and stresses content and credibility over a simple "call to action." The book's popularity is a sign of "the shift of direct marketing as we know it," says the author, CEO of a web marketing firm. http://www.prweb.com/releases/OnlineMarketingBook/LorrieThomas/prweb8824898.htm

Targeted Media to Lead Spending in 2011 & Beyond

2011-09-29T11:29:00.001-07:00

Ready for some good news? Spending on targeted media, which means direct marketing (including direct mail), custom publishing and b-to-b media, will outpace spending on other communications segments and the GDP. Targeted media is forecast to grow by 7.1% this year and 7.9% in the 2010-2015 period, per Veronis, Suhler Stevenson, a media-focused investment banking firm. The key growth drivers are consumer Internet, mobile services and branded entertainment. Other sectors, such as traditional consumer advertising via broadcast and print, will grow, too, but at a slower rate. For details see http://www.dmnews.com/report-consumer-internet-mobile-services-drive-targeted-media-spending/article/213101/

Marketers Began 3rd Quarter With Cautious Optimism

2011-09-27T11:36:00.001-07:00

Despite economic challenges, direct marketers expressed tempered optimism as they entered the 3rd quarter. They were coming off a 2nd quarter of moderate growth in spending, sales, profits and staffing, according to the Direct Marketing Association's Quarterly Business Review survey. Direct and digital marketing led that growth, and over half surveyed said they planned to maintain their direct/digital budgets in the 3rd quarter. Some 42% even planned to increase direct/digital spending in the 3rd quarter. However, lower acquisition investment showed that marketers, with an eye on the weak economy, were moving ahead with caution. For more details, go to http://www.the-dma.org/cgi/dispannouncements?article=1576

2nd Quarter Was Good to Catalog Marketers

2011-09-22T11:30:00.001-07:00

Catalog circulation rose 2.5% in the second quarter of 2011, generating a 1.6% upturn in demand for merchandise when compared with the same quarter last year, according to a Tully & Holland report focusing on consumer print catalog performance. Growth was strongest for sellers of high-priced items, indicating upscale consumers were still in the market despite the weak economy. But catalog marketers may not want to celebrate yet: Third quarter sales are already looking less robust. For more details, go to http://chiefmarketer.com/Channels/directmail/catalog-merchandise-demand-quarter-0825rhl3/index.html

E-mail Wins With Early Birds and Second Chances

2011-09-20T17:32:00.001-07:00

Here are two recent e-mail marketing tips that can boost results. First, woo the early birds: E-mail messages with early morning delivery have relatively better performance, according to a new study from MailerMailer, an e-mail marketing service provider. If they still don't bite, send them a second e-mail, but make it enticing by using a "You Didn't Buy This" subject line. It will generate a 50% or higher open rate, reports Wordata!

More Paper Equals More Response for Nonprofit Mailer

2011-09-15T13:17:00.001-07:00

The success of a new Amnesty International direct-mail prospecting package holds a lesson for other direct marketers. Not only does paper mail still work, but more paper yields more response, according to a recent report in Chief Marketer Magazine. Amnesty International's January test of an oversized mail package against the standard letter control boosted response rates by 58% and pulled in 59% more in donation amounts.

Digital Beats Dialing When It Comes to Leads

2011-09-13T12:42:00.001-07:00

Looking for the best way to generate leads? Put down that phone because cold calling is the least effective method, according to lead-generation pros surveyed by Advertise.com, a search and display ad company. Paid search (pay per click) campaigns were rated as most effective in capturing leads.

Heavy Social Media Users Are Lighter Spenders

2011-09-08T09:58:00.001-07:00

Heavy social media users are not only less likely to be involved in the offline world than their friends, they are less likely to purchase online, according to a new social media behavioral study by Resonate. And when they do spend, they spend a lot less than "light" social media users. So reallocating your ad dollars to chase ardent social media followers looks like a risky strategy.

QR Codes Were Hot This Summer

2011-09-06T10:57:00.001-07:00

Nearly one-third of all standard mail in July-August contained a scannable QR code. The U.S. Postal Service helped spur the trend with a summer promotion ending Sept. 1.

Don't Lose Sight of Profit While Chasing Prospects

2011-09-01T11:15:00.001-07:00

Marketers who focus their analytics on prospecting are making a mistake, warns Forrester Research's Srividya Sridharan. By putting too much stress on channel metrics, they can neglect the retention and long-term value measurements that generate lasting profitability. For more, go to http://chiefmarketer.com/database/mining/best-practices/analytic-acquisition-forrester-0811rhl3/?YM_MID=1251732&YM_RID=ccplato%2540yahoo.com

Some Encouraging News for Fundraisers

2011-08-31T09:40:00.001-07:00

Charitable giving trends turned positive in 2010 after a two-year decline, according to the Giving USA Foundation. Its recent survey estimated total contributions of $290.9 million, up 3.8% from 2009. Looking for good news in 2011? Check out the summer mailing by Fountain House. It culled an 8.8% response and a $33.41 average gift to earn the Direct Marketing Fundraisers Association's 2011 Package of the Year award.

Too Many 'Touches' Can Chase Customers Away

2011-08-25T09:26:00.001-07:00

Per a recent study by a UC-Riverside marketing prof, bombarding customers with e-mails, phone calls and mailers risks driving them away. Traditional snail mail remained the most effective contact medium since customers were less annoyed by it than excess e-mails and calls. For a comparison of online and offline effectiveness, see my article http://www.acculistusa.com/about_us_news_archives.php?showArticle=20

2011-08-25T09:06:00.001-07:00

AccuList USA celebrated founder David Kanter's 29th consecutive year as a list professional on Aug. 22.

Is Your B2B Marketing Flying Blind?

2011-08-23T10:23:00.001-07:00

When MarketingSherpa recently surveyed B-to-B marketers about tactics at each stage of their sales funnels, from lead to sale, they found 68% hadn't even identified a sales funnel! Does anyone think this economy will reward such shot-in-the-dark marketing? For some tips on top tactics for b-to-b marketers, read our recent article at http://www.acculistusa.com/about_us_news_archives.php?showArticle=21

2011-08-22T10:07:00.001-07:00

Now follow AccuList USA news via our new LinkedIn Company Page: http://www.linkedin.com/

Will Pent-up Demand Make for Happy Holidays?

2011-08-18T15:56:00.000-07:00

Stock market gyrations and political wrangling may make some direct marketers nervous as they ready holiday campaigns. But direct marketing agency Epsilon has a comforting prediction: A strong holiday shopping season lies ahead. Early-season marketing across channels will create sales improvements in coming months as customers shift into gift-buying mode, according to Epsilon's forecast. Are you reading the same thing in the tea leaves? Share your view from the direct-marketing front lines. For more good news and tips, see our recent article "Encouraging News and Proven Strategies Await B-to-B Mailers and Fundraisers."

E-Mail Marketers Face New Hurdles

2011-08-16T12:15:00.001-07:00

If you're an e-mail marketer who's running faster to stay in place, you're not alone. Not only are business e-mail lists dwindling, e-mail open rates are down. MarketingSherpa reported 33% of businesses saw e-mail lists dip last year, with an average 13% attrition. Other industry stats cite over 30% attrition. Meanwhile, Harte-Hanks Postfuture Index 2009-2010 -- based on 3 billion e-mail messages by 100 companies -- found e-mail open rates fell to 17% in 2010, down from 26% in 2009, despite better delivery, unsubscribe and bounce rates.

Non-Profits Hit Hard in Proposed Postal Bill

2011-08-03T15:53:00.000-07:00

The Direct Marketing Association recently took to task editorial writers at The Washington Post for backing postal legislation introduced by Reps. Issa and Ross. Why? While focused on addressing USPS financial woes, the Washington pundits ignored the bill's potentially devastating blow for non-profit mailers. The DMA warns that the proposed legislation would decrease the non-profit preferred rate differential, causing a dramatic rise in postal rates for charities. Concerned fundraisers should contact Jerry Cerasale, DMA senior vice president of governmental affairs, at jcerasale@the-dma.org for more details.