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Thanks to reduced prospecting and catalog circulation, many mailers are finding they have fewer housefile names to leverage, and less new names on the rental market. How can you improve your list’s performance, and get profitably back in the mail? Here’s a few tips.

CMOs are often approached by CEOs, who have a penchant for numbers, to present data that either demonstrates results or supports marketing initiatives. To satisfy the top brass, CMOs must work with their chief information officers (CIOs) and create a predictive model for forecasting sales results from marketing investments, and an analytical model for measuring the results against their predictions.

Therein lies the problem. Traditional marketing professionals are notorious for having creative minds.

According to research by social media marketing agency Facebook, Vitrue posts incorporating images-including photos and coupons

According to Zokem, a Finnish mobile analytics firm, mobile applications are on the verge of leapfrogging mobile Web browsers as the most popular activity on mobile phones. This is corroborated by new information released by comScore.

AdAdvisor Helps Pulse 360 Advertisers Maximize Return on Their Budgets While Reaching Premium Audiences

This week’s question: In the past year or two, some mailers have been willing to discount their list prices to stay in the mail. Will this continue or do you see things stabilizing at all?

Loyalty marketers are rarely accused of being slow off the mark, and the rate at which they have innately grasped two of the three Rs of loyalty marketing – reward, recognition, relevance –supports this.

Take rewards. Marketers are long accustomed to giving tangible thanks – airline tickets, extra groceries and so forth – to their customers who change their behavior and offer insights into what they value. And recognition has been offered in the form of special access to events or information, or upgrades when inventory allows.

The key to cutting through the clutter – and what will separate the truly genius loyalty marketers from the merely smart – is creating engagement by demonstrating they know who they are and what they care about. In short, by being relevant.

Citi, Godiva, Hyatt, RecycleBank and U.S. Bank shared honors at the inaugural Colloquy Loyalty Awards.

The awards recognize transformative, consumer-focused loyalty initiatives in five categories.

The very idea of a loyalty program assumes that customers will stick around for a while. While few marketers, save perhaps for mortgage lenders, are considering what customers will be like 20 years down the road, there are trends today which will shape the business environment of tomorrow, according to Kelly Hlavinka, managing partner at Colloquy.

Such predictions come with caveats. Short-range disruptive trends are harder to predict, so accept that Hlavinka won

As a list person for 25 years, it’s my job to sift through the multitudes of datacards that could be appropriate for each client. I serve smaller clients who don’t have mammoth test budgets and so the margin for error is small.