Humble Bumble: No need for game mechanics when loyalty is inspired

Gamification has been a bit of a buzzword in loyalty marketing for the past few years. In essence, it is a codified way of creating a chain of value-exchanges that reward ongoing interactions. Really though, it’s the content and brand that count most towards inspiring loyalty in people. Online Media Daily’s article about Humble Bumble proves the point. Loyalty doesn’t have to have anything to do with game mechanics. They’re…

Read More

Capturing Contact Information

Our customers’ contact information has always been critical to us direct marketers, but we have never seen such growth in different types of contact data as has occurred in the last 20 years. In addition to email address capture efforts, we’re about to see the need to capture social handles and mobile numbers as well. This will create a challenge for us to gather resources and attention necessary to capture…

Read More

Integrating Social: More than Just Adding Content to Your Emails

For a very long time I hated social media. Brands flocked to gain followers and fans, but to what end? It felt like the early days of email, when companies put forth initiative after initiative to capture email addresses, without much thought to how they would use them. The key difference though, is that companies could always generate ROI from email addresses by sending out an email. It has never…

Read More

Top 6 Customer Data Tips

Earlier this month at MediaPost’s Email Insider Summit, about twenty professionals gathered for a roundtable discussion to share knowledge and insights on customer data. I thought this would be a good place to share the great information that came out of that discussion. So here are the top 6 customer data tips, from our peers. Partner better with IT. It’s easy to fall into the trap of avoiding IT (after…

Read More

Raise your hand if you want to be talked at

I saw Toy Story 3 (again) this weekend, and was struck by a scene in the film where one toy-character complimented another toy on his acting abilities. An odd choice of compliment, since neither had choice of expression or movement while their owner, a little girl, spun disjointed fantasies. The same is true for marketing emails. We may aspire to “conversation”, lead “nurturing” or any number of euphemisms that imply…

Read More

Skunkworks Direct Marketing

YouTube is fantastic for inspiration. I was trolling through in a moment of procrastination, and landed on an old commercial for a B2B marketing giant.  It was a rebranding campaign, and there was absolutely no way for anyone watching the commercial to contact the company for more information.  What a loss. That’s not unusual, even these days. There is something about having a dedicated sales force that makes even good…

Read More