2 Ideas for Profitable Prospecting
On the lookout for prospects that resemble your best customers or another coveted segment? Consider the following approaches from Javelin Direct's Eric Tolkin, executive vice president, director of client services and CMO; and Mark Niehaus, director of interactive solutions....

6 Tips on How to Use E-mail for Market Research
In its short lifetime, e-mail has proven itself as an incredibly effective sales tool. According to the Direct Marketing Association, every dollar invested in e-mail marketing returns $45.65, more than twice as much as other online media and nearly three...

Jonathan Salem Baskin on Why Branding Only Works on Cattle
Enthusiastic from the beginning of our conversation to the end, it was clear that Jonathan Salem Baskin didn't write a book to pad his résumé or sell a product. He wrote a book because he had something—actually, many groundbreaking things,...

How to Incorporate RFM Segmentation With Predictive Models
With predictive models all the rage in direct marketing analytics these days, recency-frequency-monetary value segmentation may seem outdated. But the truth of the matter is, RFM still has a place in modern database marketing when used side by side with...