In Email, Breaking Up is Easy to Do for Consumers

|  by Beth Negus Viveiros

Chip House, senior director of relationship marketing, ExactTarget, notes that in recent research his company has done with 1,500 consumers about why they "break up" with a brand's email communications, the reason is usually because of the marketer's behavior.

Making the Most of Leads From Trade Shows

|  by Beth Negus Viveiros

In today’s challenging economic environment, not following up on tradeshow lead data is really inexcusable. It is expensive—really expensive—to be an exhibitor at a show. And whether your tradeshow exhibitor investment will net a profit or a loss all depends on how the lead data is capture and used.

Broker Roundtable: Targeting Diverse Ethnic Segments

|  by Beth Negus Viveiros

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week's question: As the U.S. gets more ethnically diverse, what are some tips to help marketers target various demographic segments?

Unified Databases, E-mail Hygiene Pay Out For Eldorado Resorts

|  by Beth Negus Viveiros

At Eldorado Resorts, databases talk to each other before talking to guests. These conversations keep members of its loyalty program from being bombarded with too many solicitations—or, even worse, with inappropriate messages. This quantity control effort is relatively new. Up through the summer of 2010, Eldorado's various business departments, including its restaurants, casinos, showrooms, concert…