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New Direct Marketing Resource
2007-09-21 16:58:00
We've long used NextMark as part of our tool-kit. NextMark offers a service to search for mailing or e-mail lists. They compile a directory of just about any database that's out there and up for sale. You can get datacards with pricing and universe counts right off their service. The tool has saved us countless phone calls and really makes our (sometimes) job of being list brokers so much easier.Well, today DM News published an article about NextMark's expansion of their directory. NextMark unveils directory of marketing service providers"Users can search for marketing service providers by name, by services provided or by market specialty.Service categories cover list/media procurement, creative, data enrichment, list preparation, direct mail production, delivery, response handling and response analysis. Vendors matching the user’s criteria are displayed on a Google map and also in an alphabetical listing."A while ago, I posted about some other useful (and free) resources t...
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CRM Alert: New CRM Blog Added to Keep us Up-to-Date
2007-09-20 17:59:00
There's a new blog that is devoted specifically to all of the happenings around Customer Relationship Management (CRM). It's brought to us by the folks at CRMIndustry.com, which is a fabulous website that gives direct marketers the ability to research different CRM applications, and review the different research that is being conducted in the CRM landscape. Their blog is published on a regular basis and it consists of highlights and newsworthy items specific to CRM. For those of us who keep track of these things, this is a nice resource tool to utilize as we assist our clients in building more profitable customer relationships. And, as blog aficionados, we're always happy to see well-written, information-packed blogs available for our reading pleasure.Carolyn Healey is the creator of the company, the website and the blog, and she has some excellent experience. She is actually a microcosm of what has transpired in CRM over the last 10 years. She started out with a website de...
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Boomers Alert: We are Technology-Savvy!
2007-09-19 21:24:00
There is a new study out about the Baby Boomer Generation (one that's near and dear to me for obvious reasons), and it reports that direct marketers better not try to reach us using our parents' technology. HA! I feel like such a rebel! Apparently, we Boomers are branching out and adopting newer technology to do all kinds of things -- including shopping, researching products and services, and receiving advertising messages.In a recent article from BizReport, author Kristina Knight reports that "Baby Boomers said they are spending less time each week reading books and newspapers than they were six months ago. At the same time, the group says they are spending more time on their computers and using their cell phones. Listening to music, watching television and using the Internet have remained at a steady consumption rate." This is important to us because the Baby Boomers are still the largest generation alive today -- and the age range is wide enough to impact lots of different ...
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Marketing Database Facilitates Customer Loyalty
2007-09-18 17:06:00
There's been quite a bit of controversy lately about how to measure customer loyalty. Many large companies seem to be buying in on the premise of the Net Promoter Score (NPS), although the analytical types I listen to don't seem to have a lot of confidence in NPS. Specifically these blog posts from Marketing ROI and Profitable Marketing have some great points to make about the NPS and some alternative ideas on ways to evaluate the worth, or loyalty of a customer.I guess, overall, I'm pretty old-fashioned and believe in letting hard numbers paint the picture of success, or failure. In short, we've got to be able to quantify (whether it's increased profits from up-sell/cross-sell programs, or a longer customer relationship or referrals) the value we get from each customer. And, then we need to weigh that against the cost it took to acquire and nurture that relationship. Sounds simple, eh? Unfortunately, it's not simple at all...That's why I love reading about companies wh...
More About: Customer , Database , Loyalty , Base

Direct Marketing Success: Integrating Your Customer Touchpoints
2007-09-17 17:01:00
DM News has recently reported on the DMA's study of the catalog industry. The results of the study are that this industry, too, has embraced the thought of integrating customer relationships across all channels of marketing. It seems like an old thought -- I know we've been talking about this for years. However, talking and acting are two different things.The whole premise behind Customer Relationship Management (CRM) is to understand and know your customer, how much business that they do with you, how they prefer to do business with you and how to treat those who spend a lot with you the right way. Most companies haven't done a great job at this -- irrespective of the dollars that they've spent on CRM technology.The DMA's study entitled: "Multichannel Marketing in the Catalog Industry," is based on surveys completed online by 474 catalog marketers. The study also "indicates that nearly 70 percent of respondents saw an increase in multichannel sales over the prior year and ...
More About: Direct Marketing , Success , Direct

MySpace for Geeks. CRM Geeks, that is...
2007-09-14 17:59:00
Just in from today's "CRM Buyer": Web 2.0 Portal to Link CRM Job SeekersApparently, a group of CRM consultants (BPT Partners) has developed a site (myCRMcareer.com) that promises to help CRM professionals with career development and advancement. "Besides employment opportunities, it will offer career management and placement services, general industry resources, exclusive content -- Greenberg is the author of "CRM At the Speed of Light" -- and Web 2.0 tools for users.""MyCRMcareer.com's goal is to increase industry competency for the CRM professional. The integrated platform will allow CRM professionals to network with peers, much as people do on Facebook or MySpace.com, to develop their own content through such tools on the site as podcasts, audio files, blogs and videos and to showcase their own skills and accomplishments."I personally applaud the effort, and I just might participate on the site. As a business professional (and I don't think I'm alone here), I've been strugg...
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Student Marketing: I Want My Video Content!
2007-09-13 18:46:00
I know -- a silly spoof on Dire Straits' "I Want My MTV" -- but some compelling new studies have come out of both the Cable and Telecommunications Association for Marketing (CTAM) and SurveyU. Both studies report on the fact that College Student s, an increasingly important demographic segment for direct marketers, are not only viewing most of their video selections online, but are simply gobbling up video content in record numbers. In an article from BizReport on the SurveyU study, Dan Coates, co-founder of SurveyU said, "When it comes to online video, college students have advanced beyond the rest of the Internet population and are fully engaged in the complete online video lifecycle: downloading videos, rating content, posting comments, publishing video links and uploading their own videos.”This behavior is very student-like, and for those of us who have clients that focus on the student market, we need to stand up and take notice. These students aren't just watching video...
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Used correctly, e-mail works
2007-09-12 17:19:00
Every day I receive hundreds of e-mail at my primary, business address. Then, there's more in my Yahoo and, yikes, even more lurking in various junk/spam folders. That's why, even though I'm in this business (I actually help clients deploy e-mail campaigns), I still have a hard time in understanding how ANY e-mail campaign has a chance in hell of being successful.But, check out these stats from a recent "Multichannel Merchant" article. "According to a recent study by the Direct Marketing Association, e-mail marketing delivers the highest return on investment of all media available to marketers. The study also projects that e-mail driven sales in the U.S. will show a compound annual growth rate of 14.9% between 2006 and 2011."However, (and this is a big "however"), if e-mail is done wrong, it can actually harm the relationship you may have built with your customer/lead."Sales & marketing expert Patrick Valtin, president of M2-Tec USA and founder of one of the largest consulting...
More About: Mail , E-Mail , Works , Rect

Great Thoughts from a Direct Marketing Thought Leader
2007-09-11 17:24:00
International Data Group (IDG) announced last month that List Services President Deb Goldstein is retiring at the end of September. Goldstein has been with IDG for 21 years -- and has certainly seen a lot of changes in our industry over time. She also received many honors in her tenure in the industry, including one in 2005, where the Direct Marketing Association named her List Leader of the Year. In an article in BtoB Magazine, Goldstein spoke about some of the most important issues in the direct marketing industry today, including the ups and downs of the different channels available to us, and how we all are having to be more strategic as we approach the marketplace.Her input is very interesting. She talks about how direct marketers react to changes in both regulation and in pricing across the different direct marketing channels. For example, with e-mail marketing, she states that while opt-outs are increasing, as long as you use the idea of relevancy in your e-mail campaigns...
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More on Privacy
2007-09-10 17:12:00
On Friday we posted about what the marketing world may look like in 2020, specifically how our privacy will be impacted. Interesting stuff...Then today I came across this article that specifically addresses the wealth of information that consumers are voluntarily providing when they participate in social sites, like Facebook. From CNN, the article is titled: The sinister side of social networking.The article discusses how consumers need to be especially careful about what we publish about ourselves. It gives examples of companies that are scouring the web for what they term "digital litter"--that is the personal tidbits of information that may be useful for direct marketers or thieves out to steal your identity.The article pointed out that Facebook will soon be changing, and not in a way that will protect our privacy. "A soon to be added public search feature on Facebook will mean that user profiles can be found through search engines such as Yahoo and Google.""What was once a c...
More About: Privacy , Riva

Privacy (or lack of it) in the Future
2007-09-07 17:25:00
I'm a sucker for a good futurist. Isn't it fun to theorize about what our world will look like in 10, 15, 100+ years? I truly enjoy hearing expert takes on the future of marketing, the future of commerce, etc., etc.That's why I was pleased to see this commentary on one man's vision of the future of consumer privacy. From DM News, check out this article written by Robert Gellman (a privacy consultant out of Washington DC), titled: "Looking out for data surveillance predictions for 2020."Some of Gellman's predictions are fairly predictable--i.e.: that we'll be a cashless society and that all transactions will be electronic (he calls this a "penniless marketplace"--thought that was cute).Other predictions are a tad more dire. For example, he predicts that every auto will be equipped with a tracking device which will, for example, not allow pedophiles to go near schools. This device will also record where we go and be able to issue tickets when we break a traffic rule... Inter...
More About: Future , Privacy , The Future , Riva , Lack

CRM 2.0: Creating a Win-Win Scenario for Your Customers
2007-09-06 17:54:00
As a company who embraces Web 2.0 applications like blogs, wikis, video, RSS, widgets, etc., as a good way to enhance communication with our valued customers -- and future customers -- we were happy to see this article on what Rick Enrico, Founder, President & CEO, Juice Media Worldwide, LLC, refers to as CRM 2.0.Enrico argues that traditional CRM doesn't really work -- and maybe never really did work. The problem? People prefer to have a choice over how direct marketers reach them, what products/services are marketed to them, and who markets to them. The concept of CRM 2.0 takes all of this into consideration by allowing companies to "engage and involve their customer in order to create a truly collaborative customer experience that makes the customer feel as though they are an essential element in the entire business relationship." Thus, CRM 2.0 truly puts customers into the driver's seat.This concept is becoming very widely talked about and accepted into the business commun...
More About: Customers , Creating , Scenario , Cena

Targeting Essential to Viral Marketing
2007-09-05 17:24:00
Yesterday we posted about how more and more firms are turning to social marketing, and, in fact, looking for ways to decrease e-mail marketing with social marketing tactics.Today, we'll present the other side of the coin and remind all marketers out there that if the message isn't targeted to the right audience, the campaign will never be a success. A basic principle of direct marketing, right? Well, we all need to remember those 'basics', even when we venture into a new marketing area, such as Viral Marketing .See this article from WebProNews.com: Viral Marketing Not As Contagious As Thought.From the article: "When it comes to viral marketing only 15 percent of advertisers reached the goal of prompting consumers to pass along their messages for them in the past year according to a new report from JupiterResearch, "Viral Marketing: Bringing the Message to the Masses."Even with the popularity of social media sites like MySpace and YouTube, viral marketing campaigns are consiste...
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Social Media: Will it Replace E-Mail?
2007-09-04 18:22:00
It is becoming very apparent that e-mail marketing is firmly esconsed as an important element in our direct marketing arsenal. However, with the increasing popularity of social media sites such as MySpace, Facebook and LinkedIn, is e-mail marketing already becoming a dinosaur? Social media sites have become successful because of how they operate, letting users control their experiences, i.e., who they connect with (or not), when they choose to communicate, what information they decide that they want to see, etc.However, e-mail is still an instrument that is used to reach out, gather information, and direct market your product or service. We think e-mail -- when done correctly -- is growing in popularity because people increasing want to be communicated with via this channel. And the younger segments (Millenials) of our population are definitely on board with this . . . just as they are the pioneers of social networking sites.In a recent DM News article entitled, "The Impact of S...
More About: Media , Mail , E-Mail

A Home Run for CRM
2007-08-31 17:16:00
It seems like we're always harping on CRM failures. That's why it was so refreshing to read about how the Seattle Mariners are capitalizing on CRM methods and technology to improve each visit to Safeco Field.This article from Destination CRM, "CRM Hits One Out of the Ballpark", talks about how Hilary Harding, the database marketing manager for the Mariners, has implemented a CRM system, with excellent success."According to Harding, the Mariners demonstrate perhaps the most comprehensive use of a CRM system of any team in Major League Baseball. "Every sports venue has to manage ticket sales, seat relocation, site maintenance, event planning, marketing, and concessions," she says. "We did all those things well before...but the difference is that, today, we do them better and much more efficiently."Tracking customer transactions is enhancing the fan experience and it is also positively impacting the Mariners' bottom line. Their CRM system has allowed the Mariners to enhance and im...
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Who Says Customer Service Excellence Doesn't Pay Off?
2007-08-30 18:37:00
TMCNet recently reported that our good friends (and data partners) at TMone have been recognized on Inc Magazine's Inc 5000's esteemed list of important entrepreneurial companies to watch. Not only that, TMone's 28-year-old CEO, Anthony Marlowe, ranked 18th in this year's list of Top 25 Youngest CEO's. Very impressive! In case you're not familiar with them, TMCNet reports that "TMone functions through two independent divisions — database marketing and contact center services, delivering state-of-the-art services to their respective industries. The database marketing division offers marketing intelligence for direct mail and calling campaigns, providing its clientele, ranging from small businesses to Fortune 500 giants, marketing lists, databases, phone appends, and data processing services. The company’s contact center division facilitates advanced in-bound and out-bound conversions, offering companies in communications, direct marketing, and financial services sectors,...
More About: Customer Service , Service , Customer

Know Thyself
2007-08-29 17:44:00
Who knew that the ancient Greeks could give advice on CRM implementation? This article from searchCRM.com shows that the Greeks were, indeed, correct about the importance of self-understanding and self-awareness.Titled "CRM will disappoint without an honest self-assessment," the article discusses the importance of a company truly understanding and articulating what they require from a CRM system before any tool is even contemplated, much less purchased.From the article: "CRM is doomed to disappoint without a clear focus and self-assessment of a business's needs, according to a recent analyst report (Forrester Research).History has taught that the "big bang" approach to CRM, massive implementations of technology deployed across sales, service and marketing all at once, has proven to be a failure. Instead, organizations looked to smaller, tactical deployments and are now deploying CRM tactically with an eye to long-term goals."The article goes on to state that historically CRM purc...

Linking Together Sales and Marketing
2007-08-28 17:21:00
You've heard our rants before on the importance of the integrated efforts of your sales and marketing teams. And, we've all seen companies where this isn't the case -- and how that negatively impacts everyone's results. You can probably imagine how happy we were to see this article on one of our favorite subjects, then! Especially one that starts out like this:"As Benjamin Franklin said at the signing of the Declaration of Independence, “We must all hang together, or assuredly we shall all hang separately.” Neither marketing nor sales can succeed on their own. But together, working in unison, they create a powerful — almost irresistible — force."We don't think that this can be said too much. Why? Because we are still talking to companies' sales and marketing divisions that continue to be intent on blaming one another for each other's less-than-stellar results. It may not be easy to accomplish this integration between sales and marketing -- but it is imperative t...
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Build Your Own Brand
2007-08-27 17:23:00
Customization has long been a hallmark of direct marketing. For example, direct marketers have figured out a way to personalize almost every inch of a direct mail piece or e-mail creative. We've all received those mail pieces with our names slapped all over them. Studies repeatedly show that personalization improves open and response rates.Other studies have proven that if we present a group of product offerings (i.e.: create a customized catalog version) tailored to a specific audience segment, we'll get more sales.Well, this article made me think about customization in a whole new way. From The Economic Times (of India Times), the article discusses product customization "to enhance the terms of endearment with their consumers". It cites examples of brands that are introducing products that are easily and quickly customizable. One example:"Wrangler Jeans has come out with its ‘Build Your Jeans’ kit last year that provides consumers to design the fit and accessorise jeans...
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The Importance of Master Data Management
2007-08-24 16:49:00
CRM has been a buzzword for years. As direct marketers, we've all heard it and know that it means a whole bunch of things to any given person or company. It seems to be customizable to the client problem. The bottom line is that it's all about managing your customer relationships (hence the name, right?), and doing it in a way that increases profitability while also increasing customer satisfaction.Now there is a relatively new acronym out there -- MDM. In a recent article from TMCNet, Mast er Data Management is defined as "a strategic business driver as it enables organizations to unify and consolidate data about their customers, products and organizations; data that is often fragmented across different systems. By creating a centralized master data hub, organizations can deliver the most reliable, complete views of key business data within their existing business processes, and more importantly, leverage these data assets within operational business processes to remain in comp...
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Kudos to the Direct Marketing Association!
2007-08-23 17:19:00
This week, Forbes reports that the Direct Marketing Association (DMA), has spent $350,000 for lobbying in just the first half of 2007. The DMA has been lobbying on "legislation involving consumer privacy and protection, the postal system, and a bill to make the moratorium on Internet access taxes permanent, according to a form posted online Aug. 6 by the Senate's public records office. Besides Congress, the association lobbied the Treasury Department, Federal Communications Commission, Federal Trade Commission and the Commerce Department." Phew! Well, now we know where our membership dues go, right?It's nice to know that the organization that serves direct marketers is so fully involved with our lawmakers to ensure that we can continue to do the good work that we do -- while at the same time protecting the rights of consumers and businesses. The DMA has done an excellent job of balancing the need of the direct marketing industry to market effectively and the need of the public...
More About: Direct Marketing , Kudos

4 Keys to CRM Success
2007-08-22 17:53:00
I thought that this keynote from Malcolm Gladwell, the author of The Tipping Point and Blink, contained some interesting ideas--ideas that direct marketers can embrace and bring to our senior management as we bring CRM technologies to our organizations. Gladwell outlined four key areas to address in order to realize a successful CRM implementation. I agree with him that these four elements are key.From the article that recaps the keynote: "In his morning keynote speech at the opening of the destinationCRM2007 Conference here today, Malcolm Gladwell described four core elements innovative leaders need to understand in order to win over the public: time, framing, connectivity and simplicity."I'll summarize his thoughts on these 4 elements (and add my 2 cents):1. Time: It's very important that technology is brought to market as speedily as possible. We all expect things to happen quickly. It's no longer good enough to promise a multi-month/year implementation. We need to be able...
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Using Your Direct Marketing Expertise in Mobile Marketing Campaigns
2007-08-21 19:42:00
As direct marketers, we know that the proper mix of data, careful analysis and measurement, and the correct channels can mean campaign success that can be proven and improved upon over time. This approach leads to better profitability for our companies, more satisfied customers, and more money in our pockets -- all very happy endings for everyone concerned.We can use this expertise when looking to expand our campaigns to new channels, too. According to a recent article in DM News, parlaying basics of DM knowledge to mobile marketing can increase your reach and response rates. In the article, Crystal King of iAnywhere states, "Currently, only a handful of mobile Internet services are able to provide messages that are more detailed. That’s where direct marketing can really be a boon to savvy marketers who are looking to take advantage of the emerging mobile market. Direct mail, permission marketing and CRM specific campaigns are all excellent candidates for integration into a lar...
More About: Marketing , Mobile , Direct Marketing , Mobile Marketing

Why Do You Blog?
2007-08-20 17:38:00
The Wall Street Journal published a fairly comprehensive article on reasons why small businesses have taken to blogging: Blog It and They May Come.The article goes into very nice detail with specific case studies from a variety of industries. For example, the article provides detail about a marketing/copywriting firm that quickly grew its blog readership to more than 150,000 unique visitors a month (from only 100 prior to the blog). Their challenge, then, was to convert visitors to clients, which, by the way, did eventually happen.Other examples include an online toy retailer, a forensic accounting firm and a London tailor. It's all very good, applicable information on how these diverse firms used a blog to grow their business. I know that reading this article validated our decision to get into the blogosphere :)The article outlined five different reasons why a small business may consider blogging:1. Boost traffic to their website2. Boost new sales3. Boost search-engine ran...

More Evidence that Multi-Channel Marketing is Key to Your Direct Marketing
2007-08-17 20:55:00
We've all been talking about multi-channel marketing for years now. As evidenced by the Annual Direct Marketing Association (DMA) Conference, which now hosts a "multi-channel" exhibit hall along-side their regular exhibit hall, it is becoming increasingly important to take advantage of all channels available to reach our valuable clients.In a recent article from DM News, a newly released DMA study of both postal mail and e-mail list rentals, discusses the findings of increases in volumes in postal mail and in e-mail marketing-- and the results are quite interesting. In the article, postal mail is still increasing steadily. In fact, "list-based postal marketing remains the more prominent channel, with a weighted average 6.8 million postal pieces distributed in 2006, compared with an average 1.9 million pieces circulated through e-mail." But these volumes only tell part of the story.“Magnifying the higher percentage of companies increasing their e-mail volumes than postal vol...
More About: Direct Marketing , Evidence , Multi

Ensuring Mobile Marketing Success: Being a Responsible Direct Marketer
2007-08-16 19:08:00
We've been talking a lot about mobile marketing in the last week or so, and for good reason: it's becoming a more important part of our direct marketing toolbox.Interestingly enough, mobile marketing is going through some of the same challenges and consumer scrutiny as e-mail marketing did a few years ago. There is a lot of focus on how direct marketers are communicating with customers and prospects via the mobile phone. In a recent article from Striata (an electronic messaging specialist), it is reported that there is a very strict code of conduct that must be followed in order to ensure the success of any mobile marketing campaign. In fact, Mia Papanicolaou, e-marketing manager at Striata said: “These are powerful direct digital marketing mediums -- but campaigns not executed within the code of conduct could seriously undermine the overall effectiveness of integrated marketing strategies where SMS and MMS direct digital communications are reinforcing the more conventional m...
More About: Marketing , Mobile , Mobile Marketing , Success , Direct

Yet Another Reason to Hate the DMV...
2007-08-15 17:19:00
I truly couldn't believe this news article: Pennsylvania Using Confidential DMV Database for its Own Marketing Purposes.The article reports that "The Pennsylvania Department of Transportation (PennDOT) is combing through confidential Department of Motor Vehicle (DMV) database records so that it can mail targeted job offers to holders of commercial drivers' licenses."Wow.Talk about a misuse of power, coupled with an invasion of privacy. Consumers expect that their drivers license information will remain confidential. And, why should the DMV have the unfair advantage of using this private data to recruit truck drivers? Private firms don't get to enjoy this privilege of mis-using personal data. And, if they do (through data theft or some other unfair practice), they are definitely penalized for it--they get a big fine or they go to jail.Let's hope that the DMV stops this practice immediately. Or, at a minimum, that they consider selling their data to the dm industry. I could ...
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Making Social Marketing Mobile
2007-08-14 17:40:00
I'm always looking for examples of technology enabling and enhancing marketing. That's why I really enjoyed this article from "RCR Wireless News" about how mobile technology is becoming a crucial component of social marketing: Analyst Angle: Social Marketing and Adding Mobile to the Mix.From the article: "Mobile is a natural complement to social marketing. Cellphones allow the spontaneous capture of images and sounds which allows frequent posts to Web sites keeping the content fresh while also facilitating the viral distribution of content to other cellphones. In the near term, cellphones are likely to complement social networks rather than replace them."The article provides real-life examples of how mobile augmented a social marketing campaign (such as Toyota's Engines of Change campaign and the marketing of Ashley Tisdale's debut album). And, just why is mobile so crucial to social marketing? It's all about creating content. "Cellphones are playing an increasingly importa...
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Mobile Marketing: A New Way to Reach your Customers
2007-08-13 18:01:00
Interesting read on the power of mobile marketing: Mobile simplifies marketing.In a nutshell: "Mobile marketing reduces time to market because there is a direct link between the company and the end user through their cellphones." Other key benefits cited in the article:- Mobile marketing is especially targeted and it offers the ability to segment customers.- As a new, fresh channel, the author believes that "consumers are far more likely to view the MMS and show it to other people than say a TV advert for example."- There is 0 waste--"This is because it is possible to verify with the networks whether cellphone numbers have been registered for MMS. All numbers that are not MMS registered can be removed from the campaign."- Speed to market--the campaign can roll-out in days instead of months (for more traditional media, where the creative needs to be developed, the campaign needs to be implemented, etc.)What was especially interesting (to me) about this article is that it heralds f...
More About: Marketing , Customers , Mobile Marketing , Reach

Back to Basics - Direct Marketing Testing
2007-08-10 18:57:00
It's been a long week (TGIF, by the way). My tiny, tired brain simply couldn't handle a slew of new ideas today. Instead, I wanted to focus on a standard principle in the world of Direct Marketing , and that is (drum roll, please)--testing. We all know we need to continuously test within our marketing campaigns. Test a new offer, a new list, a new channel, whatever--just make sure that your marketing is not getting in a rut, that you're constantly seeking new ideas and developing new strategies.Of course, it IS easy to get in a rut--to go about business as usual. I think we've all probably felt that can predict the outcome of a test prior to implementation. And, usually we're right. If you've been doing this long enough, your gut instinct as to whether a campaign will be a success (or not) is usually on target. But, sometimes those pesky customers can surprise you. The time that the offer you thought couldn't be beat IS beat, and by an offer that doesn't seem all that att...
More About: Direct Marketing , Testing , Back