Marketing with newsletters

Back in the 90’s it was a cumbersome process trying to get a Publications Mail agreement. Then one day – BOOM – virtually anything could be a “pub” (Publications Mail). The word of the day was, “If it looks like a pub, smells like a pub, it is a pub”. …

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The new reality – using direct mail to enhance your email programs in the CASL era

TARGETING & ACQUISITION  |  The new reality – using direct mail to enhance your email programs in the CASL era  By Dave Ward It might be an understatement to say that email has become a powerful marketing tool. In the mid-to-late nineties, text-based email was plain and rather boring. But …

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Big challenges, big opportunities

TARGETING & ACQUISITION | Big challenges, big opportunities CASL and Canada’s business list industry  By Steve Slaunwhite   You’re a marketer, not a spammer. You want to continue to reach your target market via email, but – through no fault of your own – CASL issues have decimated your lists …

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Direct mail is alive and well

TARGETING & ACQUISITION | Direct mail is alive and well Images: noble-insurance-house-summer.tif; noble-insurance-house-winter.tif Direct mail is alive and well Perhaps working better for some than others  By Dave Ward Direct mail is not dead, the tombstone has not been erected and the eulogy is far from being written. Yet, some …

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Improving your single most important analytic

TARGETING & ANALYTICS | Improving your single most important analytic The importance of customer segmentation to business strategy By Brian Jones Segmentation in its simplest form is about putting customers into “like” groups. It’s truly one of the most powerful analytics. At the core of its strength is its ability …

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Acceptance makes good small business sense

OPERATIONS & LOGISTICS | Acceptance makes good small business sense Large majority of Canadian merchants accepting credit cards say benefits outweigh costs By Kevin Gonyea The Canadian economy is built on a foundation of small businesses, and contrary to some suggestions, small business owners and operators who accept credit cards do …

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