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Direct Response Marketing

Field Reports

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




By Thomas Haire ([email protected]) Sees E-Marketing Success

PISCATAWAY, N.J. —, which opened for business in 2004, is an online retailer of swimwear and related apparel and accessories. The Web site focuses on women, sizes 8 and up, and "strives to offer quality swimwear that will fit your unique body, style and budget." Recently, the company worked closely with eWay Direct, an E-marketing service provider with offices in Connecticut and North Carolina, on a campaign utilizing eWay's "Website Reengagement" technology. Moshe Laniado,'s founder and president, chatted with Response about the project.

How does market its products/services?

MOSHE LANIADO: We are an online swimwear retailer specializing in women, focused on fit and coverage for those sizes 8 and up. We market mainly through online direct marketing channels, such as search engine marketing, affiliate networks and E-mail newsletters.

How did SwimsuitsForAll connect with eWay Direct? What was SwimsuitsForAll looking for from eWay Direct?

LANIADO: We work with a company called SellUp, which manages our E-mail marketing for a percentage of sales. They work directly with eWay Direct and recommended we use the company for our E-mail deployment. We were looking for a company that can ensure high deliverability rates at a reasonable, variable cost — with all the data and reporting for testing and optimizing needed to make an E-mail campaign successful.

How did you employ eWay Direct's "Website Reengagement" technology? Did you do testing first before a complete rollout? Did you employ any of the company's social networking tools?

LANIADO: While we have not yet employed any of their social networking tools, deciding to use the Website Reengagement technology was a "no-brainer." We did not start off with a test, but watched the results very closely during our early rollouts. This feature added an easy 15-20 percent in sales to our already successful E-mail campaigns.

What else about the partnership with eWay Direct was crucial to your company's success?

LANIADO: Deliverability is near perfect and the company's in-house team is a delight to work with. Combining that with using SellUp's intelligent analysis on testing and optimization, we were able to almost double our E-mail marketing sales year-to-year, which came in as a big help during this year of increased competition and economic turmoil.

Did you utilize this technology on multiple campaigns? If so, were certain campaigns more effective than others? Why?

LANIADO: Yes, yes, yes! The data is outstandingly fascinating, as we watch subject lines and graphics outperform each other. Through testing different calls-to-action and perceived value promotions, we can really figure out what our customers respond to. Without this, we are left in the dark as campaigns do comparably better or worse. In general, the testing of multiple campaigns has led us to further understand our customers' needs and ultimately increase our bottom line.


Follow Response Now twitter


SANTA ANA, Calif. – The Response Magazine team is now Tweeting. We've all heard about how great Twitter and the social media marketing arena can be, and now you can keep up with Response in real-time.

Response's development of a presence on Twitter comes within the same year as it launched its Facebook page. The involvement in online social media is the magazine's jump into the sweeping wave of success that these digital media are having for those in the direct response marketing industry.

Online social media has already proved a successful way for all of Response's readers, fans and those working in all aspects of DR, to stay abreast of industry news. Now fans of Response can get the latest headlines, news, research numbers and insight from our editors and the Response team delivered straight to their Tweet deck.

Response Editor-in-Chief Thomas Haire says Twitter will allow the magazine to share and break news in a fashion it's never been able to before. "The real-time capability of Twitter allows Response, which until now was on weekly and/or monthly news cycles, to jump full force into the minute-to-minute media cycle," adds Haire. "We plan to take full advantage of Twitter's capabilities to keep our readers up-to-the-minute on the DR industry."

Stay connected to Response in real-time at or @ResponseMag.


U.S. Advertising Economy Expected to Drop 14.5 Percent


By Jacqueline Renfrow ([email protected])

NEW YORK – Brain Wieser, the new global director of forecasting for Interpublic Group of Cos.' Magna, gave his first forecast in mid-July, stating that the U.S. advertising economy will fall 14.5 percent this year, reports Revenue at media suppliers will drop from $189 billion to $161 billion and is not expected to start bouncing back until the second half of 2010.

Although Wieser said the worst may be over, he believes the first half of 2009 will go on record as the lowest advertising period of this recession. Magna estimates that media supplier ad revenues will fall by 18 percent, compared with the same period last year. The decline through 2010 will be at moderate levels, and market growth will surface in the second half of 2011.

In 2010, media supplier ad revenue will decline 2 percent and the total will only increase by a compounded annual growth of 1 percent between 2009 and 2014.

The forecast is the first since Magna's new forecasting model, which is no longer calculated on advertising expenditures but instead on the advertising revenue generated by the media suppliers. Magna also now groups media into direct, national and local media types. The forecast was the first since Wieser took over for longtime forecaster Robert Coen.

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