Get to Know DMAW
WHAT Direct Marketing Association of Washington MEMBERSHIP Approximately 1,200 members, including a wide range of mailers and vendors. One thing that...
Everybody Run, Spidey's Got aKnife???
The world is divided into two types of people: those who like inserts, and those whowell, those who rip them out of magazines immediately. I have to admit,...
Postal Pointers
With last month's postage rate hikes, mailers must deal with a brand-new system where shape matters more than weight. Direct recently sat down with Arnie Cohen, senior manager at Carlsbad, CA direct mail services firm Modern Postcard, to get some survival tips....
Message From Jupiter
It'll happen any minute that big surge of online shoppers we've all been waiting for. Right? Not so fast. Growth has flattened out, and there simply won't...
Count Off
According to Colloquy's loyalty program census, the average American household participates in 12 reward or recognition programs,...
Take This Word Out of Your Dictionary
Some years ago I was in the audience listening to a speaker who combined two rare traits: transmitting actually useful information, and entertaining as...
Driving Force
For nearly four years, Nissan dealers have gotten response rates better than 4% to mailings promoting parts and service to their more than 20 million...
Are All Your Servers Authenticated?
Microsoft offered an eye-popping statistic at its Authentication and Online Trust Summit in April: Ninety percent of incoming marketing e-mail the software...
Simple, Sturdy and Stylish
Some direct marketers who deal with a variety of craftspersons might grumble that they don't always get e-mail replies to questions quickly enough. OnlineAmishFurniture.com...
Price Check on Aisle 12
Say you want to buy a new blender. You go out to your local big-box retailer and spot something you like, at a reasonable price. But you wonder: Could...
Small World
What does it take for a small cataloger to stand up to the likes of Pottery Barn Kids, Harry & David or Barnes & Noble? Start-up capital, guts, and a...
Come Together
When Holly Pavlika was judging the annual Caples Awards a few years back, she made friends all over the world that she kept in touch with afterward, networking...
And the Winners Are
HELP WANTED Belgian agency wins Maxwell Sackheim Award for best DM campaign Human resource directors must have wondered why Cyriel Van Steenbergen was...
Four Cool Firms
Can companies that specialize in counting ever be considered ? Gartner Inc. thought so, and tagged four small firms as just that. In more scientific language,...
Walking the Walk
Asked to list challenges, 44% said the top one this year is to quantify the value of their marketing investments. And 28% hope to improve ROI....
Dead Letters
There are lots of ways for communications to go astray. On the digital side these often involve drop-offs and gopher holes in the network supporting the...
HP Mailing Spurs 66% Conversion
An enthusiastic response to a highly personalized mailing from Hewlett-Packard led to a 66% conversion rate. Last November HP sent out a direct mailing...
Cleanup Time
Mailers are about to get socked with another postal increase. But this time the hit will depend on how accurate their lists are and how much they're willing to pay to get them that way....
Trying Too Hard
“Baseball is one of those activities in which the harder you try, the worse you do,” he wrote. “The more a pitcher aims the ball, the wilder he becomes. The more a batter tenses, the slower and more tentative his muscles become.” This ad for Keep a Child Alive wants to knock the ball out of the park but instead hits it foul....
Of Questionable Use
Last month, The New York Times ran an article on questions posed to business school graduates by investment banking firm recruiters. The questions were...
Bank on It
Never mind convenience: Banks have solid fiscal reasons for urging customers not only to check balances and transfer funds online but to pay bills as well, according to a survey done for Forbes.com's e-mail newsletter....
KEEP 'EM COMING
For some consumer marketers, the customer well might seem bottomless. But for their B-to-B brethren — particularly those that are specialized — the waters are a little more shallow. Business customers tend to be fewer in number, meaning each is extremely valuable. You don't want to lose even one....
Making Book on Borders
Back in 2001, bookseller Borders Group opted to split its online presence. The company Web site let users check inventory and reserve books for pickup,...
What Is It?
Is a catalog a marketing channel or a marketing vehicle? And what does that mean, anyway?...
Letters to the Editor
I really enjoyed Ray Schultz's comments on the pervasiveness (or is it invasiveness) of corporate logos that dominate (or is it litter) sports arenas, bus windows, and streets (Direct Hit, March)....
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