This focuses your budget on your most profitable customers and less on what's left over. Drive your plans using a single evaluation process to create successful marketing programs

Have you noticed how difficult it is to find a customer service phone number these days? They give you email, Chat, and links.

The direct marketing principles in this article apply to other direct channels such as print, DRTV and permission email.

Direct Mail strategies that work consistently in the US tend to work in other Western societies. But the implementation process takes a different route

Direct mail brings unique advantages. Most people check their mail box daily for bills, Birthday cards, special offers from their favorite companies.

The digital revolution requires omnichannel marketing for marketing success.

There is one strategy that often gets overlooked, and that is direct marketing.

Chris Christiansen, a copywriter and art director friend of mine found in the Seattle area, shared a one-page list with me entitled “Eleven-Point Checklist for Direct Mail Success.”

When projecting your results for direct mail advertising, the smallest list and most responsive list is your file of active and past customers.

The experiences accumulated over my last 40 years in advertising have given me a bird’s eye view of the contrasts between direct and general advertising. These contrasts continue to assert themselves in the digital world where direct marketing plays such a pivotal role.