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Recent articles from Regular Writers

Emailing B2B across borders

June 16th, 2011 · No Comments

Arnaud Le Lann discusses which law should be applied in trans-national campaigns.
 
Recently, I came up against many questions and some controversial answers concerning the use of multinational email business-to-business data.
Actually, the European Directive 2002/58/CE (and especially its article 13, paragraph 5), clearly states that, although opt-in is required for ‘physical persons’ (ie individual consumers), EU member states [...]

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Tags: Arnaud Le Lann · Regular Writers · This month's online edition

Rediscovery of direct mailings

April 26th, 2011 · No Comments

Stephan Merz reckons reports of the death of direct mail have been greatly exaggerated.
The introduction of new media always results in discussions about the end of traditional media. The same happened to cinemas faced with competition from hundreds of private TV channels and home cinemas; with vinyl records after the invention of the CD; and [...]

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Tags: Regular Writers · Stephan Merz · This month's online edition

Deliverability: expunging the e-myths

April 26th, 2011 · No Comments

Richard Gibson likens some of the negative theories about email marketing to mere legends and fables.
When it comes to myths and legends, characters from ancient stories spring to mind. But in the world of email deliverability there are many myths that have been perpetuated over a far shorter time period. This article aims to debunk [...]

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Tags: Features · Richard Gibson · This month's online edition

Young, fun and . . .

November 2nd, 2010 · No Comments

. . . more likely to respond to direct mail than Mum and Dad? Trish Dominy discusses the youth of today.
 
There has been some surprising research recently suggesting that teens and young adults are more likely to respond to direct mail than their parents.  
Experian, using its Mosaic True Touch Insight tool, has found that [...]

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Tags: Regular Writers · This month's online edition · Trish Dominy

‘Let’s go into Europe!’

October 6th, 2010 · No Comments

But don’t forget, Europeans can be complex, warns Stephan Merz.
In past months, we have been contacted repeatedly by mailers located outside Europe – most of them based in the US – interested in consulting and list brokerage services for their planned European market entry activities.
Not one single country, but Europe as a whole has been [...]

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Tags: Regular Writers · Stephan Merz · This month's online edition

Is emailing already old-fashioned?

September 9th, 2010 · 1 Comment

Arnaud Le Lann says it can be used to enhance social media campaigns.
Recently, I read an article published in a French magazine about social networks and the new Internet habits of individuals.
This article stated that, for the first time in 2010, French citizens now spend more time communicating on social networks than writing or reading [...]

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Tags: Arnaud Le Lann · Regular Writers · This month's online edition

(It’s all about trust)*

July 27th, 2010 · No Comments

Trish Dominy says it can take years to buil…
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Tags: Regular Writers · Trish Dominy

Currently, the talk is all about social media

July 7th, 2010 · No Comments

But that doesn’t mean traditional channels are finished, says Stephan Merz.
When I attended the Digital Marketing Days event in New York, mid-June, most presentations seemed to be centred around online networking, blogs and social media networks such as Facebook, Twitter and the like. 
Some still consider the channels a passing trend and only watch them passively, [...]

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Tags: Regular Writers · Stephan Merz · This month's online edition

Legally restricted lists versus black marketer data

June 22nd, 2010 · No Comments

Arnaud Le Lann is concerned about which works best.
Some weeks ago, I was in a meeting with a B2B mailer who operates in many European countries, and we were talking about the next email strategies to adopt.
During this meeting, my contact told me how he had done some data tests using a database available on [...]

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An American brand in Paris . . . and beyond

May 19th, 2010 · 1 Comment

How did two French and German marketers succeed when given the brief to broaden the National Pen USA brand into Europe? Arnaud Le Lann and Stephan Merz tell the story. Hear more from Merz and Le Lann – together with their client Ron Childs of National Pen – at next month’s iDi Marketers Forum in [...]

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Tags: Arnaud Le Lann · Regular Writers · Stephan Merz · This month's online edition

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