• In an RFP: Answer the Questions, Only the Questions
    Posted by John Caldwell on January 25, 2018 in story time I 0 Comment

    There’s an old joke that goes something like this: A young boy asks his  father where he came from. His father nervously clears his throat and begins a long-winded explanation of the birds and the bees. “Well, son, as you probably know your mother and I love each other very much. And when two people love each other and decide they want to spend the rest of their lives together…” After he finishes,

  • With UBX, IBM Revolutionizes Integrated Marketing
    Posted by John Caldwell on April 25, 2017 in story time I 0 Comment

    Quick, when you think of companies that make complicated technology user friendly and approachable, what's the first name that comes to mind? Apple, right? Well, if you're a 21st-century marketer, that name should be IBM and its revolutionary Universal Behavior Exchange, or UBX. One of the most painful parts of any integrated marketing program is, well, the integration part. (more…)

  • One Way to Get a Competitive Edge
    Posted by John Caldwell on March 9, 2017 in story time I 0 Comment

    There's an old saying in direct marketing-old as in pre-Internet old-that if you want to know what's working for a competitor, look for what they do repeatedly. Direct mail is so expensive to produce and deliver that any company repeatedly sending bad catalogs or direct-response letters will be out of business soon enough. The same holds true for television, radio and magazine advertising. This concept is one

  • Email Drip Campaigns: So Many Possibilities, Where to Begin? Right here.
    Posted by Jeanne Jennings on March 2, 2017 in story time I 0 Comment

    Any marketer who isn’t leveraging drip campaigns is missing out on one of the biggest set-it-and-forget-it opportunities in email. According to Epsilon’s 3Q 2016 Email Trends and Benchmark Report, triggered emails, such as drip campaigns, typically achieve an average 56 percent lift in open rates and 145 percent lift in click-through rates over business-as-usual messaging. So, what is a drip campaign? (mor

  • It’s the Message that matters…
    Posted by John Caldwell on January 24, 2017 in story time I 0 Comment

    “Our department is overstaffed and we don’t have enough to do,” said no email marketing manager ever. Or at least no email marketing manager I have ever known has said that. And as an email marketing vendor-and-technology consultant, I have known a lot of email marketing managers. In some ways, email marketing is like a hobby. You can spend as much time and money on it as you want. But as in all things b