©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Direct Marketing News
While most marketers use email in some capacity, industry experts argue that many don’t maximize the channel’s value. “Too many programs fail to incorporate customer data effectively, to deliver more targeted and relevant emails,” says Matthew Kirsch, senior manager of online marketing at DirecTV. “The challenge with social and other new technologies is that an emailer can expend time and money chasing the newest thing and fall further behind on the nuts and bolts that will make meaningful and measurable improvements in his or her program,” he explains.