Chief Marketer Staff

• Email

  Best Practices: Strategies for Growing an Email Program

  Between opt-outs and email address changes, any brand’s email list can shrink at the rate of 30% to 35% annually—most of it certainly because of the latter, rather than the former. Thus, it’s imperative that marketers always have acquisition tactics in the field to

• Mobile

  Mobile Web a Tidy Fit for The Container Store

  The brand’s mobile incarnation ports over popular Web features such as customer reviews, Click & Pickup, and the ability to check in-store availability of an item

• Agencies

  Corona Hides Codes in Pack to Run Up Summer Sales

  Summertime equals beer and Corona Extra wants there to be plenty to go around. And, so, it has begun what it is calling its largest retail promotion to date for its Corona Extra and Corona Light brands.

• Chief Marketer Listline May 23

  Chief Marketer and NextMark offer a selection of files new to market. The criteria for selection for Chief Marketer Listline is: · New list to market in past 7 days · Exclusive to list manager · Data card quality score 85 or higher on NextMark · Data …

• Agencies

  Broker Roundtable: Minimizing the Impact of Do-Not-Track Legislation

  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: With do-not-track-type bills gaining steam in Congress, what can marketers do to minimize their impact?

• Agencies

  Insert Media Tips and Best Practices

  Considering using insert media? Here’s some tips you should keep in mind.

• Tips for CMO Career Longevity in a Web-based Age

  How do CMOs and other marketers reconcile a fundamental change to the very definition of consumer/brand relationships and thus an equally fundamental—not incremental—change in the way that they practice their trade? How do CMOs adapt their approach to an entirely new consumer/brand relationship paradigm—that is if they want their efforts to continue producing results?

• Agencies

  Predictive Modeling Helps Focus Retention Marketing Resources

  Is it possible to know one’s customers better than they themselves do? When it comes to next-purchase or defection behavior, marketers can use predictive modeling techniques to identify target populations most likely to respond positively to a variety of efforts.

  Consider the contrast of a campaign focused with great precision through predictive modeling with a randomly targeted mailing. Predictive modeling might determine that the top 10 percent of customers by revenue represent the top 30 percent of customers likely to leave for a competitor. This information yields a readymade list of targets for retention efforts.

• Foundation And Targeting Segmentation Offer Guides For Customer Communication

  Several recent happenstances are transforming marketing. For one, the unprecedented explosion of data being created by consumers, businesses, and governments offers immeasurable value for organizations that use data to understand customer behavior, current trends and coming events.

  At the same time, online technology is empowering consumers to easily find the lowest-cost vendors, avoid ads that don’t interest them and influence purchase behavior of tens of millions of people via online reviews, tweets and blogs.

  Marketers need analytics to turn these mountains of data into insights and opportunities which will allow them to successfully connect with customers. An effective analytical framework helps marketers make smarter decisions as they execute strategies and plans, and enables analytically driven customer segmentation.

• Agencies

  First Class to no Class: Learning Loyalty from a Flight Attendant

  No matter how much time and effort marketers pour into setting their loyalty program’s communications cadence or building the perfect awards structure, any earned brand loyalty can quickly disappear with one bad customer interaction. This reality hit me recently as I lived it—all because an airline moved me to first class.