Cause related marketing is not a new phenomenon. “The term was coined by American Express in 1983 to describe a campaign to raise money for the Statue of Liberty: every time someone flashed his card, one cent was donated to the statue’s restoration project. The result? Card use jumped 28 percent and the number of [...]

While the here and now of bulk email marketing lies in segmentation, personalization, and dynamic capabilities, most companies still don’t take these best practices to heart. The mantra around “bigger is better” still exists. Companies add countless lists to their databases and adopt a “spray and pray” approach. A lack of resources, sophisticated tools and [...]