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Direct Response Marketing

Field Reports

1 Aug, 2009 By: Thomas Haire, Jacqueline Renfrow Response


DRMA Marketer of the Year Award Event Set for Sept. 14 in Las Vegas


SANTA ANA, Calif. — Response Magazine and the Direct Response Marketing Alliance (DRMA) will announce the winner of the first-ever DRMA Marketer of the Year Award at a cocktail reception September 14, at the luxurious Moon nightclub inside the Palms in Las Vegas. The reception is scheduled from 9 p.m.-midnight at the exclusive boutique nightclub, featuring spectacular views of the city and a celestial retractable roof.

"Moon is the kind of high-level, boutique location that members, readers, clients and attendees of the DRMA, Response and Response Expo have become accustomed to," says John Yarrington, publisher of Response and co-founder of the DRMA. "For the inaugural Marketer of the Year Award presentation, we wanted a venue that offers top-class service and a 'Wow!' factor — and Moon definitely fits that bill."

The DRMA Marketer of the Year Award recognizes the outstanding performance, accomplishments and innovation of a marketing company in the direct response industry. In order to enter (by the Aug. 5 deadline), a marketing company must be a company or organization whose primary business is the marketing of products and is utilizing DR as all or part of its marketing effort; represent a product or products recognized as a leading product in the year 2009; and be a member of the DRMA.

"As the DR universe has grown in recent years, we've come to believe that the marketers who take the initiative to utilize direct response deserve to be recognized," says Thomas Haire, editor-in-chief of Response and co-founder of the DRMA. "The DRMA Marketer of the Year Award, which will be decided by an open industry vote managed by a third-party accounting firm, is designed to salute those marketers who have succeeded using DR, and have also helped the DR business grow through their own success."

Finalists and the winner will be determined by a vote of DR industry marketers, suppliers, vendors and service providers.


Epsilon's Q1 Results Show E-mail Remains Stable


By Jacqueline Renfrow (

DALLAS — First-quarter 2009 results in the U.S. E-mail Trends and Benchmark Results report released by Epsilon in early July show an increase in open rates for the third quarter in a row. Of the 16 industries examined, 12 had a measured increase in open rates when measured against first-quarter 2008.

Epsilon's analysis is compiled from 6 billion E-mails sent by the company in the first three months of the year across multiple industries and more than 200 clients.

"Coming off of the holiday season and facing a challenging economy at the start of the year, E-mail marketing continues to perform well and provide stable results," says Kevin Mabley, senior vice president of strategic services at Epsilon. "The clients who continue to see strong results are those that segment their subscriber base and deliver timely, relevant information. Likewise, more companies are using triggers and transactions to drive highly targeted messages and these companies tend to outperform their peers."

Also according to the survey, deliverability went up just slightly from 93.4 percent in first-quarter 2008 to 94.1 percent first-quarter this year. In addition, open rates increased 4 percent from last quarter to 6.1 percent.

Industry verticals that saw an increase from last year in all three major metrics — deliverability, opens and clicks — included business products and services, consumer package goods, pharmaceutical, telecom and general retailers.

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