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.
Read MoreWhen projecting your results for direct mail advertising, the smallest list and most responsive list is your file of active and past customers.
Read MoreChris 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.”
Read MoreThe digital revolution requires omnichannel marketing for marketing success. There is one strategy that often gets overlooked, and that is direct marketing.
Read MoreDirect mail brings unique advantages. Most people check their mail box daily for bills, Birthday cards, special offers from their favorite companies.
Read MoreDirect Mail strategies that work consistently in the US tend to work in other Western societies. But the implementation process takes a different route
Read MoreThe direct marketing principles in this article apply to other direct channels such as print, DRTV and permission email.
Read MoreHave you noticed how difficult it is to find a customer service phone number these days? They give you email, Chat, and links.
Read MoreThis 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.
Read MoreSome super controls have resisted many attempts to beat them. The discouraging part is that those direct mail winners often look unlikely to win.
Read MoreIf you bought a lottery ticket but didn't scratch it, would you start spending your jackpot? Of course, you wouldn't -- you need to know whether or not you actually won something first.
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