Will Pent-up Demand Make for Happy Holidays?

Stock market gyrations and political wrangling may make some direct marketers nervous as they ready holiday campaigns. But direct marketing agency Epsilon has a comforting prediction: A strong holiday shopping season lies ahead. Early-season marketing across channels will create sales improvements in coming months as customers shift into gift-buying mode, according to Epsilon's forecast. Are you reading the same thing in the tea leaves? Share your view from the direct-marketing front lines. For more good news and tips, see our recent article "Encouraging News and Proven Strategies Await B-to-B Mailers and  Fundraisers."

E-Mail Marketers Face New Hurdles

If you're an e-mail marketer who's running faster to stay in place, you're not alone. Not only are business e-mail lists dwindling, e-mail open rates are down. MarketingSherpa reported 33% of businesses saw e-mail lists dip last year, with an average 13% attrition. Other industry stats cite over 30% attrition. Meanwhile, Harte-Hanks Postfuture Index 2009-2010 -- based on 3 billion e-mail messages by 100 companies -- found e-mail open rates fell to 17% in 2010, down from 26% in 2009, despite better delivery, unsubscribe and bounce rates.