Month: November 2008

• DRTV Energizes Solar Campaign

  Power-Save Technologies has pulled in more than 10,000 leads for home solar energy systems thanks to a DRTV campaign that began this summer. The effort

• Mobile

  It’s All About Me: Gen Y Sets Its Own rules for DM Engagement

  If you’re reading this in the print edition of Direct, this article is not about you. But if you’re scanning it online in one of several browser windows

• Agencies

  Tracking Top Shoppers

  Q: Do you know your best customers? Retailers said they It’s no wonder more than a third of retailers don’t know who their top shoppers are: Half of those

• HP Fires Up Dragon

  Earlier this year HP’s high-powered, relatively high-priced HDX Dragon notebook computer was making little headway against the competition. So the company

• House Money: Coldwell Banker’s ROI System Offers Channel Analysis

  If you eavesdrop on calls to an average Manhattan real estate office for an hour or two, you’ll notice a pattern. When brokers ask home seekers where

• Email

  Alive and Kicking: Execs Agree that E-mail DM is Sound

  If you ever want to rankle e-mail marketers, ask them if e-mail is dead or soon will be. This is one of the questions we asked five industry luminaries

• Agencies

  Calling Catalyst

  One of the niftier forget-us-not collateral pieces I’ve received came from DM agency Catalyst Direct. After an in-office meet and greet, Catalyst’s director

• The Case Against A/B Splits

  As multivariate testing takes off, the dear old A/B split is losing favor with statisticians.

• Agencies

  The Malted Milk Mailing of 1895

  It may be hard to believe now, but malted milk was once thought of as a medicinal product. And that’s the way it was marketed by Horlick’s Food Co. of

• Scaled-Down Testing: Tips for DMers with Small Target Audiences

  Business-to-business direct marketers find it hard to test, and for a good reason: B-to-B campaigns are complicated, with multiple touches and long sales