Articles by Beth Negus Viveiros

On behalf of Hubspot, social media specialist Dan Zarella looked at over 9.5 billion emails sent using MailChimp, analyzing clickthroughs, open rates and what times of day/week worked best.

I have been a direct and database marketing consultant since 1984. In all that time, one consistent verity is that most internal information technology departments think they can – and should – be responsible for the marketing database. In many instances, the IT department has no idea what it is talking about.

No matter what your marketing medium of choice is today

A rebranding effort and a continued focus on its core catalog business have helped Baudville build a brand centering on employee recognition products

Chief Marketer talked to several experts to get their take on where and how B-to-B marketers are spending their money in 2011

Putting together a B-to-B e-newsletter? Focus on the actual reader, not the company

Navel gazing doesn’t come intuitively to business-to-business firms, but perhaps it should: A good, hard, introspective look at itself – augmented by voice of customers and prospects research – was key in Hoover’s Inc.’s refining its marketing message. This was not a feel-good exercise. “With everything going into social media, the world is becoming more…

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: How important are personal URLs (PURLs) becoming as a source for gathering data on customers and prospects?

Your direct mail package could include the most clever appeal ever written or offer the world’s best premium, but if your target never opens it, it is all for naught

What is required for a company to do effective data analysis? Many would respond, “People with advanced degrees in statistics.” This is most assuredly a worthwhile characteristic. However, I would also add, “The ability to ask the right question!”