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Case History: Celestial Seasonings Brews An E-Zine

Can an e-newsletter be viewed as a detriment by loyal customers? That was the question Celestial Seasonings struggled with when it considered launching an e-zine for its popular tea.

Agencies

Case History: Embry-Riddle E-Zines Take Readers Back to School

Everyone knows that it’s hard to get through to college students. But not for Embry-Riddle Aeronautical University. The school, which has campuses in Daytona Beach, FL and Prescott, AZ, is using e-newsletters to get information out to students, prospective students, parents and others interested in the institution.

Agencies

Will Teens Spurn E-Zines?

Although a new study shows that teenagers prefer instant messaging and less e-mail correspondence, there’s no reason to scrap e-mail newsletters just yet.

But email newsletters will have to evolve to serve younger readers.

Agencies

The Blame Game: Return Path’s E-Mail Metrics Troubleshooter

Let’s say you have one of the best e-zines on the market. (Who doesn’t?) There’s only one problem: Nobody is opening it.Who’s to blame? It’s those pesky newsletter writers, right? Maybe not.

Agencies

Tips on How Not to Lose Readers (and Customers)

Want to hold on to your e-zine readers? Then respect their channel preferences and learn how to take no for an answer. That’s the word from Ernan Roman, who was leading firms like IBM through what he called consensual marketing long before Seth Godin came on the scene.

Agencies

E-Zine Roster Doubles in Size

Are inboxes suffering from e-zine glut? One is prompted to ask that after reading that the number of e-mail newsletters has grown from 588 in 2004 to 935 in 2005.

Listline e-Newsletter 08/02/05

ConsumerBase LLC has appointed Estee Marketing Group Inc. to manage the
ConsumerBase Hispanic and African-American consumer buyers files. The
more than 1.5 million-name Hispanic list also identifies 9.1 million
buyers and prospects from the last 12 months.

McDonald’s Inks Deal To Promote DreamWorks Movies

McDonald’s Corp. will soon add Shrek and other popular movie characters to its menu as part of a two-year marketing partnership with DreamWorks Animation. The non-exclusive agreement, announced last week, includes tie-ins with two movies a year …

Mercedes-Benz USA VP-Marketing Departs

Mercedes-Benz USA VP-Marketing Michelle Cervantez has left the automaker and no replacement has been named. The move was effective yesterday. Cervantez, who held the position since joining the company in February 2003, left Mercedes-Benz USA to explore …

Wal-Mart Sues Coughlin to Recoup Up to $7 Million

Wal-Mart Stores last week filed a lawsuit against former Vice Chairman Tom Coughlin in an effort to void Coughlin’s retirement package and to recoup the $500,000 that Wal-Mart alleges Coughlin stole from the retailer, as well as $6.5 million in past …