Chief Marketer Staff

• Agencies

  Best Book Forward

  The needs of prospects, who may never have seen your catalog before, differ from those of returning buyers, who already have some relationship with you and know what to expect inside the book.

• Agencies

  The Latest Matchback Tools

  By now most multichannel merchants know about matchbacks and the importance of understanding where online and retail buyers are coming from rather than guesstimating the percentage of sales driven by the catalog or an e-mail campaign.

• Agencies

  Lego Builds Brand Brick by Brick

  Staying true to its mission of providing creative, confidence-building toys for children while continuing to expand its number of customer touch points has been integral to the success of Enfield, CT-based Lego,

• Agencies

  Creative Differences

  Strong catalog creative, from compelling imagery to easy-to-read typefaces, is an essential component of effective branding, Glenda Shasho Jones, president of New York-based consultancy Shasho Jones Direct, said at last week’s New England Mail Order Association spring conference.

• Email

  Opened E-mail: The Key to Closing Sales

  Marketers are people too. That may be why, when they think of e-mail, their thoughts so often center on the barriers to getting delivered. They fixate on CAN-SPAM compliance, and opt-in opportunities, and the filters that Internet service providers and e-mail services

• Conversion Metrics 101: Defining Success at Your Web Site

  As Internet business owners, we are bombarded with advice on how to manage, market and grow our businesses. Because of the sheer volume of information, we are forced to weed through the “need to know” versus the “nice to know.” We realize that identifying the “need to know” is essential to achieving our goals.

• Digital

  Cookies and the Deletion Dilemma

  A March report from JupiterResearch has triggered something of a tumult in the industries that rely on Web metrics with its findings that one of the key tools for measuring Web traffic may be much less reliable than previously thought.

• Agencies

  Mind Your Business Database

  Since there are fewer businesses in the world than there are people, B-to-B databases by nature are smaller than B-to-C. However, they’re far more difficult to manage.

• GM Uses Web to Give Itself a Voice

  General Motors Corp. is using the Web to build relationships with car buyers and increase consumer conversation about its vehicles.

• Tune in to BRTV

  The next wave of direct response television may not be DRTV at all, but rather BRTV – brand response television.