Thoughts on Reinvention

By Nani Paape, independent project facilitatorI recently read an article about technological change written by Martha Beck. She says it's no longer appropriate to ask, "Is your life on track?" She says that technological and cultural changes are happening so fast that there is no track anymore.She suggests adopting a new metaphor--a kayak instead of a train--to more nimbly navigate…

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10 Ways to Mix Direct Mail and Social Networking

By Paul Gillin, author, speaker, and writer who advises businesses on online marketingIf you're like many mid- to large-sized businesses today, you're probably experimenting with online customer communities. But, smart marketers realize that no single channel should be relied on to reach consumers. So we've decided to offer a few tips for those of you looking for fresh ways to…

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99 (Nearly) Painless Ways to Boost Your Direct Mail Response

 By Dean Rieck, direct mail copywriterPeople are always looking for the "magic bullet," that one secret weapon that will instantly improve their direct mail response, with no effort or cost of any kind. When you find it, let me know. Then, I'll give you directions back to planet Earth. On this world, direct mail success isn't about magic, it's about continually and…

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Touch of Class

By Steve Monteith, manager of Transactions & Correspondence, USPS With the economy ticking back, marketers are looking for new, creative ways to reach consumers while increasing returns--and, they're demanding more for their dollars.In response, the U.S. Postal Service® is developing a variety of programs that would bolster our First-Class Mail® offering. We're exploring opportunities that use the newest technology, like the…

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The Weirdest Direct Mail Tests in History

By Dean Rieck, direct mail copywriterMention the United States Postal Service® in a group of direct marketers and you'll get a half-hour rant on the flaws and foibles of the system. Grumbling about slow delivery. Groaning about poor management. Griping about rising postal rates.The USPS® certainly has its problems. But do they really deserve this venom? Consider a bizarre, but revealing…

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Direct Mail: It’s All About Choices

By Paul Buohl, manager-estimating and planning, EU Services You've got a direct mail campaign brewing. You know what you want to say and to whom you're speaking. You've even got a rough design concept. Now it's time to get specific.Planning is essential because higher prices are likely, driven by increases in mill energy costs and raw materials, as well as international…

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Success–or Not–Is in the Details

By James Sullivan, Project Director of Optic Nerve Direct MarketingEmulating best practices is one approach to achieving marketing success. But, often the true learning comes from mistakes. The following horror stories--shared by clients--illustrates that your best laid marketing plans may be doomed without fierce attention to detail. You can't make this stuff up.Just Because the Vendor Says It's OK...XYZ Bank…

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7 Steps to a Profitable Direct Mail Campaign

By Joe Hughes, Internet Marketer and product creator, EzineArticlesMore and more people are returning to direct mail to boost sales and profits. Now, unlike big corporations who can afford to throw marketing dollars into a black hole, the small and medium sized business needs to ensure every dollar has a great return on capital. If you follow these essential seven…

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How to Lift Direct Mail Response with a Rock Solid Guarantee

By Dean Rieck, direct mail copywriterNo matter how powerful your direct mail might be, it is still just a bunch of paper that arrives in the mailbox. Trusting a handful of paper takes a leap of faith, especially if the recipient has never done business with your company before. To help people make that leap, you need to do whatever you…

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