DMNews' E-Mail Weekly: Outdoors retailer Rock/Creek kicks off back-to-school backpack e-mail promo

August 12, 2009 Check out DMNews on your smartphone Advertisement New Webinar: Socialize Your Email Marketing - Motivating Customers to Build Your Brand Leveraging social media marketing to enhance your email marketing results requires an understanding of how to motivate customers to promote your brand within their social networks. Join social media and email marketing experts on August 27 and hear proven strategies for identifying your influencers, how to best motivate them with tailored content and creative, and effective ways to measure the results. Register Today. News Outdoors retailer Rock/Creek kicks off back-to-school backpack e-mail promo Dianna Dilworth Multichannel retailer Rock/Creek is running a back-to-school e-mail campaign to help promote the season's newest backpacks. The campaign, which runs for two weeks, offers consumers a discount on the new backpacks. This is the fifth annual backpack sale for the Chattanooga, TN-based independent outdoor goods retailer. The offer targets two different audiences: students and outdoor enthusiasts.   Constant Contact reports 49% increase in revenue in Q209 Dianna Dilworth The industry has been buzzing about how e-mail has been doing well in the recession, and e-mail marketing services firm Constant Contact has more proof to support that case. The firm announced its financial results for the second quarter, which saw a 49% total revenue increase for the second quarter in 2008 from $20.8 million to $31 million, on August 6.   Kmart, Draftfcb focus on tweens for back-to-school Lauren Bell Kmart has kicked off a tweens-targeted back-to-school campaign with longtime agency of record Draftfcb. The campaign, called "Schoolebrity," features TV ads, flash banners, online games, in-store promotions, e-mail blasts and a sweepstakes.   JetBlue latest airline to seek improved loyalty Lauren Bell JetBlue jumped into the new loyalty fray this week, with plans to upgrade its TrueBlue membership program following closely on last week's loyalty program upgrade announcements by Delta and United.   Advertisement Opinions Inbox Insider: E-mail leaks can challenge businesses Dianna Dilworth E-mail is one of the most important tools of communication for companies, but security risks can make using the channel a challenge. As we saw with the Twitter hack last month, sensitive information in circulating via e-mail and if this is hacked can leave a company's private plans exposed. In addition, a company can be at risk if their customer's private data becomes exposed.   How to bring together social media and e-mail marketing Dino Michetti, VP and GM, Epsilon Social networks are becoming increasingly popular and individuals are able to influence the masses in a matter of minutes. To that end, marketers have been trying to leverage social media to reach their customers for years with limited success. Among the challenges is targeting and tracking the best customers with the most relevant message in the appropriate channel.   From the 2008 DMNews Essential Guide to E-mail Marketing DMNews seeking Essential Guide to E-mail columns DMNews is seeking submissions for the 2009 Essential Guide to E-Mail Marketing, which will be published on October 26. Experts from all areas of the direct marketing world are invited to share their knowledge, case studies, trends, tips, best practices and forecasts with DMNews' readership. We will accept submissions at various levels of expertise and understanding.   Segment your e-mail lists for more effective campaigns Chris Chariton, VP of marketing services and product management, GlobalSpec Inc. Used successfully for years in the world of direct mail marketing, segmentation has become increasingly common in the e-mail world. Segmentation, the process of dividing your e-mail list into distinct groups of people based on attributes such as demographics or purchase patterns, takes time and effort. Sending targeted messages to groups of people who respond in similar ways, however, can produce dramatically improved results.   Lists and Databases New e-mail lists from ListBargains ListBargains has released five new e-mail lists, each targeting a different group: Trailblazers Cruise Travelers @ Email, Open for Business Retailers @ Email, Healthpro Medical Professionals @ Email, Business Quest Opportunity Seekers @ Email and Today's Homeschooling Families @ Email.   Did you produce the best DM creative this year? Then you must enter the 32nd Caples Awards. Click here to learn more and enter today. Caples Community AIM Proximity built a treehouse restaurant in a New Zealand Redwood forest using only companies found in Yellow's local directory Agency Business Report Click below to view all agency profiles DMNews Data Management Survey

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