This list applies partially to all direct response media, but I developed it primarily for direct mail development since this remains the core medium for many direct marketers.

In a recent post entitled "2008 Email Design Guidelines" Matthew Patterson wrote a list of "quick and Dirty Guidelines" in his blog that I have seen many times before:

In a recent post entitled "2008 Email Design Guidelines" Matthew Patterson wrote a list of "quick and Dirty Guidelines" in his blog that I have seen many times before:

In B2B lead generation, it is easy to get confused by the meaning of "suspects, prospects, and leads." Yet, a clear agreement on what they mean is essential to success.

I know that this blog focuses on direct marketing. But it seemed appropriate to talk about something else that I am passionate about. It has to do with efficiency and looking professional with the most demanding clients.

The idea of duplicating information within a direct mail package ties in directly with the concept of short copy versus long copy. It requires much more space and copy to duplicate information in the package elements.

True or False. Using Coupons in print or space advertising should be avoided because they inhibit compelling graphics and waste precious space for more effective copy.

Bear in mind that many clients pay their bills promptly and on time. But more often than not, they pay the bill well beyond the agreed upon due date.

In the local Dallas Morning News this morning, the July 16 Life At Work section featured a business productivity article with the interesting title "How tables shape power."