Q&As

When I deliver a speech or communicate in print, one of the words I eschew is That word, and its cousins such as and any compound word whose second half

HERE’S A NOVEL IDEA: Only a credit card company’s marketing department should craft its pitches. Its lawyers, operations and accounting people should

In direct marketing the call to action is critical. If you capture how a prospect or customer historically responds via mail, the Web, inbound call, face

Want to turn that phone call into a sale, and maybe even into an ongoing relationship? Follow these pointers: Don’t remind prospects that you’ve already

IT’S REALLY VERY SIMPLE It’s obvious what went wrong with the MIT Sloan Management Review’s e-mail promotion: It’s virtually impossible to profitably

I went to Lollapalooza this summer, and I fit right in. The ticket came from a friend, and I declined at first, a little put off by the image of my gray

WHILE YOU’RE RELAXING on your upcoming vacation to San Francisco for DMA06 (yes, I laughed maniacally when I typed the word we’ll be in a constant flurry

NEW LISTS Stamats Business Media E-mail Several e-mail lists have been released by Stamats Business Media. Buildings magazine has the largest count with

Testing is critical to success in direct mail. And of course, the same theory applies online. The Web is extremely conducive to testing from both cost

WE’VE ALL GOTTEN them. Some of us, to our vexation and bewilderment, have produced them: e-mail marketing newsletters that fail to keep recipients opening