Best Practices for Using Cooperative Databases

|  by Beth Negus Viveiros

Cooperative databases account for at least 80% of all consumer prospecting. Names selected from a co-op are super multiple buyers who respond well to any number of different offers. These buyers have been modeled from actual buyer files and are therefore they are highly qualified names. What’s more, they represent a good value for the…

Marketers Increase Email Use On Black Friday

|  by Beth Negus Viveiros

Black Friday saw many brick and mortar retailers promoting themselves primarily through email, although pure-play online marketers weren't shy about using email to cash in on consumers' post-Thanksgiving shopping urges, either.

New Database Helps Las Vegas Sands Focus on Profitability

|  by Beth Negus Viveiros

The Las Vegas Sands Corp.'s new data system places a stronger focus on the full spectrum of visitors' activity, and therefore their total profitability. Traditionally, casino patrons are ranked and marketed to based on what they spend, either during a single trip or in aggregate. But this doesn't allow for subtleties such as their rate…

The Right Way to Grow Your Email Subscriber Base

|  by Beth Negus Viveiros

Many marketers wrestle with how to best grow their email subscriber lists. There are plenty of options, but they all have different pros and cons—and sometimes even legal consequences. From worst to better, here’s a quick rundown on some of these tactics and the pluses and pitfalls of each.

Tips for Better Holiday Email Marketing Campaigns

|  by Beth Negus Viveiros

Fortunately for retailers working to increase their percentage of the estimated $873 to $877 billion in total holiday sales, setting up email marketing for holiday shoppers takes less time than it does to untangle the lights and unpack the ornaments. Here's some tips to put together an effective holiday email campaign.

What Ethnic Groups Will Be Lucrative for DMers?

|  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: Going forward, what ethnic groups or segments do you see as lucrative for direct marketers?

Email Tricks and Treats

|  by Beth Negus Viveiros

One of the best parts of Halloween was always dumping out the Trick or Treat bag at the end of the night, to see what kind of haul you got. I did the same with my inbox this morning. Here's what I found. The Natick Collection sent an email invite to ...