Carpe DM!

By Alan Rosenspan, President, Alan Rosenspan & AssociatesRemember how much direct mail you used to receive?How much time it took you to sort through it, see what was interesting or relevant, and select the envelopes you wanted to open?Not anymore.Direct mail volume is down significantly in the last quarter of 2008, and the first two quarters of 2009 - and…

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How to Deal with “Do Not Mail” Mania

By PostCom, Association for Postal CommerceThese days in the mailing industry undoubtedly are not the best of times. They may not be the worst either, but they certainly are challenging. For the past three years, those who use mail for business communication and commerce have had to deal with unrelenting attacks by self-styled critics of our industry and practices who…

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5 Tips for Efficient Holiday Shipping

By Rick Rover, senior vp of operations, StreamliteWhen customers open their holiday purchases this year, most won't think about the supply chains that produced and delivered their gifts. But, those of us in logistics know that the impact of efficient product flow and management--from manufacturing to delivery--is more important than ever during the holiday season.The cost of satisfying an unhappy…

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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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