Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

What Shaped Direct Mail in 2012? Q&A With ALC's Susan Rappaport

September 1, 2012 By Thorin McGee
Get the Flash Player to see this rotator.
 

We worked closely with ALC to compile and research the 2012 list of Top 50 Mailers, and that included the opportunity to speak with Susan Rappaport, owner, president and CEO of ALC for the past 16 years. Before that she was senior VP at Direct Media, VP of catalog marketing at Eddie Bauer, and brand manager at The Clorox Company.

Here's what she had to say about the trends and events that shaped direct mail over the past 12 months.

Target Marketing: Do you see any important trends in the list of Top 50 Mailers for 2012?

Susan Rappaport: No. It's representative of many categories, and in any one year, businesses increase and decrease.

TM: What are the most important things that have changed about direct mailers and direct mail this year?

SR: Well, we've got an economic situation that's unprecedented ... They're not technically calling it a recession anymore, but we don't have an economic recovery right now.

We've also got an election cycle. The presidential election only happens every four years, and that's got a lot of activity in the marketplace from mailers and in the spending levels.

TM: Are those election cycles something that impact direct mail every four years?

SR: Yes. Every four years with the Presidential elections, but then every two years we also have Congressional and Senatorial, which are every six years. So they're always sort of every two years, but it's every four you've got the presidential. Especially this year when you've got the Super PACs (political action committees) spending money and doing things, that's sort of unprecedented.

TM: In what ways does that impact other marketers' mailings?

SR: It doesn't necessarily impact them, but it has everybody sort of on alert. It can sometimes slow down delivery because there's just a lot more volume going on. And we did see in the spring-with some of the postal reform and postal changes-some slow down in delivery. I think the USPS even came out and said there will be some slowdown. So that's impacting it.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

Available as a PDF.<BR> <BR>In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures! <BR><BR><EM>The Power of Direct Marketing</EM> provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors of the economy.<BR> <BR>Emphasis on Short-Term Forecasts! Recognizing that many businesses need to plan for the coming year, included are next-year forecasts, as well as current year data, five-year forecasts and historical context going back one year and five years. <BR><BR>Access the latest top-line data, highlighting: 
<LI>Return on Marketing Investment 
<LI>DM Advertising Expenditures 
<LI>DM-Driven Sales 
<LI>DM-Driven Employment 
<LI>DM Impacts by State and by Industry 
<LI>Plus, Brand New Content! In the 2009-10 Edition, the Power of Direct includes for the first time Mobile Marketing and breaks down internet marketing into 5 channels. As a result, the report slices data along: Data is broken down by channel, industry, and business model including: 15 major channels: 
<LI>Direct mail (Non-catalog) 
<LI>Direct mail (Catalog) 
<LI>Telemarketing 
<LI>Email 
<LI>Internet Display Advertising 
<LI>Search Engine Marketing 
<LI>Social Networkng sites 
<LI>Internet (Other) 
<LI>Mobile 
<LI>Direct Response Television 
<LI>Direct Response Radio 
<LI>Direct Response Magazines 
<LI>Direct Response Newspapers 
<LI>Direct Response Insert Media 
<LI>Other 52 major industry groupings 51 geographic regions 4 intended purpose categories: 
<LI>Direct order 
<LI>Lead generation 
<LI>Retail purchase 
<LI>Fundraising 2 major markets: <BR>Business-to-Consumer <BR>Business-to-Busines</LI> Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2009-2010 Edition

Available as a PDF.

In these challenging economic times, get access to powerful statistical evidence to fortify your decisions and justify your expenditures!

The Power of Direct Marketing provides top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model on the impact of direct marketing across all industries and sectors



...

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: