In the eyes of the customers, mail service providers all look pretty much the same. To stand out from the crowd, these companies must find ways to differentiate themselves. One affordable way... View More
So, what is automated direct mail, and can it indeed improve response rates? I think I prefer the term “coordinated marketing” to “automated direct mail.” Tying together multiple... View More
How can you increase your clients' return on investment (ROI) in their direct mail marketing campaigns without taking a hit on your own revenues? As a print/mail service provider, either in a... View More
As of this publishing, after 44 years in the print and mail Industry, with the last 15 at BCC Software, I will have retired. Consider this article as my swan song! Since 1979, I’ve had the... View More
It's easy for businesspeople outside the print and mail industry to believe the days of postal mail are numbered. Email, social media, texting, and instant messaging apps have largely replace... View More
So, how was I going to explain the ostrich skin boots to my wife? I was just waiting for a check… the boots just kind of happened. Well, they really didn’t just “happen.” Those... View More
A client conversation about running a direct mail campaign shouldn't begin with details like mail piece format (letters, flats, postcards, or self-mailers) or mailing list sizes. The discussi... View More
The environment for direct mail today is a challenging one. Marketers are looking to optimize their spend in the direct mail channel, and improving ROI performance is top of mind. To do that... View More
Direct mail marketing remains one of the most effective ways to reach your target audience, capture their attention, and convert them into paying customers. Brands of all sizes that use direct... View More
Poor data quality is a problem many organizations face, but few will acknowledge. However, this head-in-the-sand attitude only allows data issues to grow and become increasingly complex as mor... View More
Over the past decade, businesses have increasingly turned to digital marketing strategies to reach their target audiences. While digital marketing has proven to be effective in many ways, it'... View More
Businesses aim to connect with customers on a personal level to improve sales, retain more customers, acquire referrals, and achieve higher customer satisfaction scores. Making messaging more... View More
Print/mail service providers have long held the opinion that the mailing list was the client's responsibility. Yes, the mail service provider might do the CASS and NCOA processing necessary to qualif... View More
Let's face it — marketing without data would require companies to rely solely on instincts and anecdotal evidence to promote their brands. This approach would likely lead to a disconnect wi... View More
I don’t think it takes a great deal of insight to predict the path of direct mail over the short term. If you’ve read this column for a while, you’ll know I’ve advocated for... View More
Those of us in the direct mail business know that mail is an important marketing channel that gains the attention of customers and prospects while pairing synergistically with other marketing... View More
The appearance of your direct mail and transactional mail is, of course, very important. However, all that time you spent on developing and producing your mail is wasted if the data and address... View More
Modern consumers are complex creatures, and marketers have their work cut out for them if they want to reach new customers. More than ever before, today’s brand owners must carefully tailor their... View More
When conducting a high-volume direct mail campaign, it’s important to ask yourself: Do I have everything I need to make my next mail campaign more successful than the last one? Or am I missing... View More
Print/mail service providers and in-plants must rely on the data their customers provide. Though it's not always the greatest quality, some shops are reluctant to touch the customer data, eve... View More
