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What I learned about Direct Marketing

211647945_84ed63ae7c.jpgI had two hours to spare yesterday to make it over to SES just down the road from my office. I was not able to attend any of the sessions so I did a quick loop ’round the trade show floor, met a few folks (including the guy on the left who was looking for a Treo charger), and then skipped out the door to head back to meetings.

On the way out the door, I grabbed a copy of Direct, a trade mag for Direct Marketers. Reading it over lunch today. Here’s what I learned:

1. Your HTML emails going to gmail accounts may be working against you. Not only will gmail block graphics, Google crawls the text & meta data on your email and will serve up text ads that may send your readers on your list to your competition. Bonus Exercise: Check out the ads that get served up next to messages in your Gmail Spam folder for some spam on spam action.

2. Pop up ads are even more hated than door-to-door salesman.

3. Incentivizing new orders with a Click-Per-Action (CPA) campaign could prevent you from ever communicating to your customers via email again.

4. It costs $195/M (I think that’s for 1,000) for names of MacWorld readers who have iPods. The total size of the list is almost 40k so you can buy the lot for cool $7,800.

Survey : Employer Trust & Hardware

Monica Whitty, a professor at Queen’s University in Belfast, is conducting research on the amount of control employees have over their work computers and if it varies by country. She’s trying to get 1,000 responses in time for a paper she wants to publish by the end of the year. It takes about 5 minutes, please fill out her online survey. Filling it out prompted me to start up a virus scan just for good measure.

The purpose of this study is to ascertain how individuals in different countries use their work computers and/or laptop computers. It also asks how they protect their work computers and/or laptops from security risks.

I’m looking for individuals 18 years or over and currently live and work (full time/part time or casually) in Australia, the Netherlands, Singapore, the UK, or USA, you are invited to fill out this survey. Only people who use a computer and/or laptop at work are invited to complete this survey (although you don’t need to use one regularly).

A summary of the results will be published from about November 2006 – December 2006 on my website.