4 List Hygiene Best Practices

By Karen J. Bannan, freelance writer & editorList hygiene has been a concern as long as email marketing has been around, and the basics are just that--basic. Opt-outs and opt-ins should be processed quickly, while internal lists should be synchronized so you don't miss anyone and risk a spam complaint. Inactive addresses or those that are hard or soft bounces,…

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Direct Mail Gains New Potency as Online Marketing Evolves

Andy Cutler, chief strategy officer, Mercury121In the early days of Web marketing, the promise of the new channel's potential was over-the-top. In fact, many optimists argued that, in the future, the Web and e-mail were going to make direct mail obsolete. A funny thing happened on the way to the Web. Not surprisingly, the reality did not live up to the…

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Postcard Marketing: Top 5 Goals of Direct Mail Postcards

By Jeffrey Dobkin, marketing consultant, author, and professional speakerHere's why I like postcard marketing campaigns: Short, crisp, and to the point, direct mail postcards are one of the fastest and lowest cost ways to make your phone ring.Postcards are not necessarily a good marketing campaign for the straight-up, out-and-out closing of a sale, but if created correctly, direct mail postcards…

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What About Mail?

By Susan Plonkey, VP of Sales, USPS®As marketing budgets improve, now is the time to add mail to the mix.The nation's economy continues to gain strength, and we're seeing marketing budgets start to rebound. That's good news for us all.As you plan where to allocate these increased dollars, don't overlook direct mail. There's no other marketing channel that's as highly…

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How to Successfully Use Deck Cards

By Craig Huey, president of Creative Direct Marketing GroupThey arrive in the mail and, because of their large bulk, always stand out.A card deck is a package of individual cards wrapped together and mailed to either a business or consumer. These decks vary in quantity, often containing up to 60 cards or more, each competing for the prospect's attention.One way…

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7 Reasons Print Will Make a Comeback in 2011

By Joe Pulizzi, founder of Junta42 & Content Marketing InstitutePrint can still play an important role in your overall content marketing mix.Okay...there, I said it.You'll find no greater supporter of online content marketing than me, but marketers and agencies are talking up print for 2011. Yes, in the era of iPads and Apps, there is still a role for print.Jeff…

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Yogi Berra’s 10 Wacky (but Wise) Tips on Direct Marketing

By Dean Rieck, direct mail copywriterLawrence Peter "Yogi" Berra is a 15-time All Star. He won the American League Most Valuable Player award three times, played in 14 World Series, and set a number of baseball records--any one of which would assure a lifetime of fame and fortune for most people. But, what is Yogi best known for? His slips of…

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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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