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SOMETIMES LESS CAN BE MORE EFFECTIVE

By Rob Fitzgerald, President, Walter Karl

I see hundreds of advertising pieces in any given month that companies are looking
to send out via email. They range from really slick, graphically dynamic pieces
to straight-forward text information. Each has its purpose – and what that purpose
is can sometimes be where the problems arise.

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ONE-TIME EVENTS
(and why email list rental should not be one of them)

By Rob Fitzgerald, President, Walter Karl

There are definitely things in life and business that should only be one-time events. Things that happen once and only once due to their specific nature and what is generally, and socially, considered to be the right way to do, or not to do, things.

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THE CONSOLIDATION OF THE LIST INDUSTRY

By Ed Mallin, President of the infoUSA Services Group

As we look at the consolidation taking place in the Direct Marketing industry,
many long time marketers, from list brokers and list managers to Presidents of companies,
are wondering, why is this happening so often and so rapidly? Why are some of the leading
companies in the industry being bought and consolidated under one umbrella,
such as this year's purchase by InfoUSA of the Millard Group, MokrynskiDirect,
Rubin Response, and Digital Connections, which joins them
with Walter Karl, Edith Roman and Yesmail?

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EMAIL APPEND CONCEPTS
Digging deeper into your customer database
can have a measurable impact on revenue

By Dan Babb, Director of Email Append, Walter Karl Interactive

Welcome to the first of many articles that will share information
about how you can successfully use email append strategies to improve your results.
Let's first quickly define the different types of append services that exist today.
You can learn more about these services, and also view a helpful FAQ at www.AppendServices.com

FINDING "LOST" CUSTOMERS WITH EMAIL APPEND

By Dan Babb, Director of Email Append, Walter Karl Interactive

As we all know, it's much easier and more profitable to reactivate an old, "lost" customer,
than to acquire a new one. We have learned that finding these customers,
and bringing them "back home" through email append is the most successful
and cost effective way to do that.

EMAIL APPEND STRATEGIES
Publishers using Email Append to win-back subscribers

By Dan Babb, Director of Email Append, Walter Karl Interactive

In my last article, I talked about how my clients have increased sales by digging deeper
into their customer database. Today's article will address a major issue that is
of critical importance to publishers... winning back lost subscribers.

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