Strategies and Solutions for Profitable Direct Marketing
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Zimmerman Agency's Caroline Zimmerman on the Evolution of the Voucher
November 11, 2009 From Tipline
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
November 11, 2009 From Tipline
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
A Look Inside Financial Services Direct Mail
October 2006 From Tipline
Each month, nearly a fifth of the mail collected by the Who’s Mailing What! Archive, a direct mail research service maintained by North American Publishing Co. (parent company to Target Marketing) comes from the financial services sector. With that much volume, the Archive often sees a number of interesting trends pop up among these mailers. Here’s a look at five areas where these mailers had some compelling activity in the first half of 2006. • APRs. Looking at APRs within the credit card sector can yield a number of interesting findings. For example, in the first half of 2006, the dominant APR was 0 percent,
October 2006 From Tipline
Each month, nearly a fifth of the mail collected by the Who’s Mailing What! Archive, a direct mail research service maintained by North American Publishing Co. (parent company to Target Marketing) comes from the financial services sector. With that much volume, the Archive often sees a number of interesting trends pop up among these mailers. Here’s a look at five areas where these mailers had some compelling activity in the first half of 2006. • APRs. Looking at APRs within the credit card sector can yield a number of interesting findings. For example, in the first half of 2006, the dominant APR was 0 percent,
Eye on Envelopes: 5 Trends to Watch
August 2006 From Tipline
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need
August 2006 From Tipline
Self-mailers—with their eye-catching formats, flashy designs, and nearly unlimited size, dimension, and finishing options—may get a good deal of the creative attention, but for most direct mailers, envelopes are the real go-to format. In the first half of 2006, some 65 percent of all efforts received by the Who’s Mailing What! Archive arrived in an envelope. In 2005 that number was a similar 64.2 percent, and in 2004, an only slightly lower 63 percent. With numbers like this, it’s easy to see why envelope creative, while perhaps not as exciting as its self-mailing cousin, is an important discipline to watch. Not only do mailers need
Editor’s Notes: Beyond the Numbers
June 2004 From Target Marketing
This month’s cover story on developing the most effective prospecting strategy based on analysis of your costs, response patterns and risk tolerance (“Prospecting Done Right”), hammers home two big truths: • You can’t manage what you don’t measure. • To succeed, you have to put in the work. Analysis is tedious work. But smart prospecting isn’t just about profitability ratios. There’s another kind of risk tolerance to keep in mind: Your audience’s ability to tolerate the volume of marketing messages directed at them. Earlier this year, market research firm Yankelovich polled about 600 consumers on their attitudes toward marketing and advertising efforts. More than
June 2004 From Target Marketing
This month’s cover story on developing the most effective prospecting strategy based on analysis of your costs, response patterns and risk tolerance (“Prospecting Done Right”), hammers home two big truths: • You can’t manage what you don’t measure. • To succeed, you have to put in the work. Analysis is tedious work. But smart prospecting isn’t just about profitability ratios. There’s another kind of risk tolerance to keep in mind: Your audience’s ability to tolerate the volume of marketing messages directed at them. Earlier this year, market research firm Yankelovich polled about 600 consumers on their attitudes toward marketing and advertising efforts. More than
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