Getting you up to speed so you can start benefiting from Cornerstone's database solutions.These Industry Primers quickly move beginners to basic fluency in direct response marketing and data management. Use them to learn how you can benefit from all of Cornerstone's resources.
Mailing List PrimerThe mailing list is the most important part of any direct mail campaign. That seems clear enough; to send out a mailer, you're going to need a list of intended recipients. But, as simple as that sounds, there's a bit more to know about renting a list. Besides identifying your marketing strategy and zeroing in on your target audience, there are other technical, legal and logistical considerations.
Merge Purge PrimerMarketers often merge together several different lists to create the mailing list for a particular campaign. Problems arise when the same people, known in separate lists by different names or at different addresses, show up in the merged list as more than one person.
E-mail Marketing PrimerEmail marketing is a form of direct response marketing that uses e-mail to deliver sales messages. An important component of legitimate e-mail marketing is that it mails to lists that are privacy compliant. While e-mail marketing can be very effective, marketers must understand the process thoroughly.
Search Engine Marketing PrimerThe point of search engine marketing is deceptively simple: Get your message in front of prospects right when they're most receptive to it. That straightforward premise is one of the things that make search engine marketing so attractive to direct response advertisers.
Glossary of TermsThis glossary may prove useful when planning a direct response campaign, dealing with databases or otherwise working with Cornerstone.
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