Multi-Sourced Lists: Responsive, Hot, & Enhanced

By Ari GinsbergFinding a new source that carries the qualities that makes a mailing successful, namely, transactional data of recent responders to direct mail, is very hard to come by. Even the abundance of online generated leads that has been flooding the market does not give a sufficient answer to the industry's needs. Many catalogers have found their way to the…

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5 New Ways to Improve Response

In our April 22nd issue, we hosted a webinar series by direct marketer, Alan Rosespan titled, "50 New Ways To Improve Response." Here, the Ballantine Corporation simplifies the series into five main parts.The article divided the tips up among 5 categories:1. The Outer Envelope 2. The Letter 3. The Brochure 4. The Reply Device 5. MiscellaneousWe thought it would make for an interesting and…

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The DM Format That Stands Head & Shoulders Above the Rest

By Craig Huey, president of Creative Direct Marketing Group Every year, a staggering 70 billion pieces of direct mail land in American mailboxes. The average American receives over 30 direct mail pieces a week. That's 1,560 pieces per person per year. Is your direct mail campaign up to this sort of competition? Mailing out a bookalog direct mail piece might be the bold…

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Beyond Catalogs: Other Direct Mail Methods to Try

By Shari Altman, president of Altman Dedicated DirectCatalogs and direct mail. We think of them as different things, but catalogs are direct mail. But there are a lot of other formats one can deliver to a customer or prospect's mailbox besides a catalog. Most of the other formats are based on promotion of a single product as opposed to the multi-product…

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Direct Mail Autopsy: 6 Steps to Pinpoint Why Your Mailer Died

By Dean Rieck, direct mail copywriterDirect mail is a highly effective medium. In fact, it's the most reliable and direct way to reach nearly every consumer with a home address. But every time you send a direct mail piece out into the cold, cruel world, there's a chance something bad will happen. Maybe you don't get the response you want. Perhaps the…

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Tips for Efficient and Accurate Mail Tracking

By Craig Simpson, freelance direct mail consultantIf a campaign is not tracked properly, you could end up wasting thousands on your next mailing. As an individual in direct mail, you spend a great deal of money to send out your sales material. You want to learn as much as possible from each campaign so that you can maximize the effectiveness…

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7 Simple Ways to Let Your Products Sell Themselves

By Dean Rieck, direct mail copywriterHarry Aldrich and David Maddock knew that many people loved the taste of cedar plank salmon. But only fine restaurants served this delicacy. So they decided to sell a cedar plank salmon kit consisting of little more than a 6" x 12" piece of cedar wood. A brilliant idea. Aldrich set up a meeting with the…

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4 New Direct Mail Formats

By Ethan BoldtWith postal rates set to increase again next month, direct mailers will continue to try new formats. Here is a sampling of formats suggested by some publishing clients of the Wayne, N.J.-based Ballantine Corporation, which recently released its 2008 Direct Mail Format Report.1. Hybrid VoucherTo lower costs, publishers have used the simple voucher package for years. Recently, however,…

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5 Address Management Rules to Improve Your Bottom Line Today

By Greg Brown, Marketing Director at Melissa DataWhether you use your customer database for direct marketing, transactional mailings or provide mailing services for your clients, the latest postal increases--effective May 12, 2009--will have an impact on your bottom line. When you add the postal increase to skyrocketing energy prices and an uncertain economic outlook for 2009, there is no better time…

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