• Consumers are more likely to respond and act on brand information that is included in digital articles than messaging from banner ads, pop-up ads, email offers or sponsored links, according to a new survey from Opinion Research Corporation. Almost 70% of respondents between the ages of 25 and 34, and 60% of those making at least $75,000 per year, say they are "very likely" or "somewhat likely" to act upon article-based advertising, reported Media Daily News. Read More

• Email and search regarded as the digital channels that worked best last year, according to a newly released Datran Media survey of executives at Fortune 500 companies, publishing companies, media agencies and ad agencies. The survey asked respondents to identify the digital channels that "performed the strongest for your company in 2009." Email got the most mentions (cited by 39%), followed by search (24%), offline (9%), affiliate marketing (9%), display (7%), direct mail (6%), social media (5%) and mobile (1%), reported AdWeek.com. Read More

• Search marketers should think of connecting with the consumer first, rather than optimizing. Search marketing must turn into a consumer service to help make the correct decisions when purchasing products or services, according to a recent Online Media Daily article. Read More

• Women use social networking tools to make connections, while men use them to raise their status, according to a Forbes magazine profile of men's & women's social networking habits. Read More

• Many marketers are incorporating multichannel marketing campaigns that target specific audiences to help attract consumers based on their cultural framework into their overall marketing plan. Ford wanted to increase its sales to Hispanics, and decided to test whether creating bilingual messaging would be more effective than sending marketing messages in English only. The culturally focused Hispanic mailer nearly doubled the incremental sales lift of the English-only creative, reported DMnews. Read More

• The Postal Regulatory Commission has established a nearly six-month-long process for reviewing the possible transition to a five-day weekly delivery schedule. The schedule will include testimony from the USPS and other stakeholder groups, a discovery period and numerous public hearings. At its conclusion, the PRC will make a recommendation on the possible service change to Congress, reported DMnews. Read More

CASE STUDIES
Active ware marketer, Icebreaker developed an 11-message email campaign to its 25,000-plus U.S. subscribers. Prior to this campaign the company had sent the occasional marketing email every few months. In the six weeks leading up to Christmas it sent as many as three emails a week. The risks paid off. Total holiday sales were up 32% from the previous year, and 58% of that increase was directly attributable to the email campaign, reported ChiefMarketer.com. Read More

Paula's Choice, an online-only retailer of skincare and cosmetics, offers email subscribers plenty of options. Because so many of the newsletters emphasize research and reviews of competing products, it’s not surprising that the emails that generate a lot of traffic - say, a report on the best skincare products available in drugstores - don’t necessarily generate the most sales. Even so, in less than two years Paula's Choice has more than doubled its email-generated revenue, reported Direct Magazine. "Our email revenue went from about 18% of our total site revenue to 30% and even more than 40%,” says senior director of marketing Cynthia Short. Full Story

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