The Fundamentals of Permission-Based Email MarketingNeil Anuskiewicz
Despite the death knell sounded for email marketing, it has persevered as the most direct and effective way to reach your customers. It's critical, however, to reach them on their ...
Five Lessons From the Netflix Startup StoryJim Cook
When Netflix launched in the late '90s, most people thought its developers were nuts. Even with the dot-com era in full bloom, the idea of renting movies via mail struck ...
Customer Experience Files: Taking a Bite out of AppleLeigh Duncan-Durst
While Leigh is a huge Mac fan, her recent experience at her local Apple store was surprisingly underwhelming. In fact, it was bad.
While it's possible that the problems she ...
How to Beat the Competition With Your AdWords CampaignsNick Usborne
Nothing gets the adrenalin pumping quite like an AdWords campaign that delivers a strong ROI. Success brings a big grin on your face when you realize you can invest more ...
10 Tips for Running an Effective PPC Search CampaignJay Bower
Pay-per-click (PPC) advertising is not just the marketing flavor of the week. It is a very profitable way to get prospects to Web sites for a long time to come. ...
How to Determine the Best Price for Your Product or ServiceNick Usborne
When you're setting the price for physical goods, particularly commodity goods, you may not have a great deal of flexibility.
But if you are selling something less tangible—like a service, a ...
How to Test Your Competitive Market StrategyMichael Perla
The corporate graveyard is full of onetime leading businesses that lost their competitive edge by failing to keep current on their competitors. Think of the classic story of Digital Equipment ...
The Only Four-Letter Word You Want in a Business Vocabulary: TestLorna Berry
Testing is the backbone of any solid direct response campaign and business. Whether your business is mature or still in the launch phase, testing is necessary to keep your approach ...
How to Get Your Prospect to Open Your MailErnest Nicastro
You've carefully selected your list. You've labored long and hard over your letter—every word, sentence and paragraph. It's a powerhouse of persuasion with every key element firmly in place, including ...
Multicultural Marketing: Why One Size Doesn't Fit AllJim Stachura, Meg Murphy
Marketers are much more aware of the significant opportunity that varying demographic groups present. What's more, they realize that they can no longer afford to neglect the combined buying power ...
Usability Testing: Ask Me If I CareJim Sterne
Aside from server logs, clickstream tracking and a host of analytics tools, it's necessary to consider customer experience and customer satisfaction. This is the art of peering into the hearts ...
Web Page Testing and the Myth of Assumed ExpertiseNick Usborne
There are millions of Web pages online that represent the "best guesses" of the marketing and Web experts who created them. A large number of these pages appear to be ...
10 Ways to Improve Your Conversion RatesJay Bower
OK, you got your prospect to raise his hand and seek out further information about your product or service. Now comes the really hard part: turning him into a buying ...
Marketing Challenge: Getting Customers to Act on Direct ResponseHank Stroll
Direct mail remains a successful way to reach customers. The trick, of course, is getting customers to act on the mail.
How can a marketer increase response rates?
Running Big Business Marketing With Small Business ThinkingAnthony Cirillo
Entrepreneurs see the world in a different way. Different perspectives foster innovation.
All around a given community, there are hundreds of success stories of mom-and-pop operations that have grown successful ...
Putting Spring in Your Ka-ching: 10 Direct Mail TipsSteve McNamara
Every year Steve conducts a survey of his subscribers to identify ways that marketers are squeezing more sales out of their direct marketing.
Here are some learnings from this year's ...
Pay Per Click 101: Google AdWordsPeter Majarich
Most people's concept of advertising is limited to the (sometimes woeful) ads they see on TV, or the billboards they drive past. Seeing these, they automatically assume that effective advertising ...
Practical (and Cheap) Usability TestingChris Nagele
Usability testing may not be considered a mandatory stage in the design process, but without it you are releasing the product blindly.
Contrary to popular opinion, you don't ...
Causality: Do Blondes Really Have More Fun?Wendy Comeau
Marketers everywhere are tasked with finding out about causation: "Is this advertising causing people to buy more of our lemonade?" "Is our new viral marketing effort causing our brand awareness ...
When IT Projects Don't Align With Marketing PlansJoe Tedesco
If infrastructure-focused IT departments want to stop seeing themselves cut out of the conversations with their own companies' marketing departments, they've got to start speaking the language of business. ...