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Article of the Day:

 

  • Direct Mail - For Small Businesses
    We hear a lot of talk about junk mail nowadays. Many people
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    why do you think so many organisations send out so called
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    I dump most of my junk mail just like everyone else, but
    every so often I'm attracted and respond to something that
    comes through the mail.
    Whatever it is, grabs my interest just at the right time.
    Sometimes it's ...
    Author:     Alan Fairweather
    CLICK HERE TO READ THE REST OF THIS ARTICLE

    Featured Article:

     

  • Direct Mail - For Small Businesses

    We hear a lot of talk about junk mail nowadays. Many people will tell you that they dump it straight in the trash. But why do you think so many organisations send out so called junk mail - because it works!

    I dump most of my junk mail just like everyone else, but every so often I'm attracted and respond to something that comes through the mail. Whatever it is, grabs my interest just at the right time. Sometimes it's a mailing I've seen s ...
    Author: Alan Fairweather
    CLICK HERE TO READ THE REST OF THIS ARTICLE

    •  
    Direct Mail News:

    New Direct Mobile Marketing Tool Informs and Reminds Customers
    California-based BlueBlitz.com introduces a revolutionary permission-based marketing tool for mobile phones. The "Magic Reminder" enables any business to send coupons, special sales, last-minute offers or any time-sensitive information to a customer and remind them later on. Any business can install and create the BlueBlitz Magic Beamer hotspot in minutes and can use it worldwide. [PRWEB May 12, 2005]


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    Understanding the Role of Marketing Communications in Direct Marketing
    The standard RFM models used by direct marketers include behavioral variables, but ignore the role of marketing communications. In addition, RFM models allow customer responsiveness to vary across different customers, but not across different time periods. Hence, the paper first extends RFM models by incorporating the effects of marketing communications and temporal heterogeneity. Then, using direct-marketing data from a Dutch charity organization, they calibrate the proposed model, and find that it better explains customer behavior because it includes information on both the past behavior and marketing communications. More specifically, they show that direct mail communication builds goodwill, which, in turn, enhances customer's likelihood to buy.


    Direct Marketing Information
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