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September 2006 Issue

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List Roundtable: How can direct marketers boost their list rental revenue?
John Papalia, president/CEO, Statlistics The biggest key to list rental revenue growth is managing all your opportunities. Are you developing out-of-market business with tiered pricing strategies? Are you using all available database opportunities, both public and private? Are you promoting...
Famous Last Words: What Are They Thinking?
For years, I’ve run a small ad in this publication offering a free critique of an ad or a direct mail package. Obviously, the purpose is to troll for clients. At this juncture in my life—with a twice a week...
E-commerce Link: Mutual Benefit, Revisited
In my June 2006 column, “Mutual Benefit,” I introduced the concept of online cooperative marketing partnerships. This is an arrangement between two non-competitive companies to actively promote each other’s products and services to their customer bases. These partnerships offer a...
Direct Mail Strategy: The Power of the Format
What do the classic “solo” package, self-mailer, catalog, multimailer, postcard, tube, over-sized and odd-sized mailing all have in common? They’re all direct mail formats. While print, electronic and broadcast media also have format choices, direct mail formats provide unique advantages...
Optimizing Paid SEM? Think Strategically
How do you get the most out of your paid search engine marketing (SEM) budget? Rather than purely focus on getting a top position at any cost, Kevin Lee, executive chairman and co-founder of Rockville Centre, N.Y.-based search engine marketing...
Market Focus: Travelers: These Prospects Are Going Places
These Prospects Are Going Places Ever thought of traveling to a wideer audience? Targeting a pool Seeing the sights from the perspectivepeersepctive of consumerscnsumers who are truly going places? According to Shifts in U.S. Outbound Travel: A New Paradigm, a...
Book Club: Enter the Blogosphere
If you just said to yourself, “the blogo-what?” then “Naked Conversations: How blogs are changing the way businesses talk with customers” by Robert Scoble and Shel Israel (Wiley, $24.95) might be a book you need to read. The title speaks...
Catalog and Direct Selling: Measure Your Success
Return on investment (ROI). It’s one of the most commonly used phrases in the direct marketing lexicon and one of the paramount benchmarks on which success or failure of a campaign is measured. But as common a concept as ROI...
Keeping Down the Cost of Delivery
Challenge: Decrease cost and improve efficiency of delivery options Solution: Adopt a new postal delivery system for packages of one pound or less Result: Operational improvements and approximately 35 percent net savings on overall delivery expenses Cost-efficient, timely product delivery...
Do-it-yourself Support
Let’s consider two scenarios: In the first one, which takes place in the Stone Age, a customer has a problem with your widget. She dials your toll-free number on her stone phone, and the call center rep (who’s wearing a...
Insert Media Buying Guide: Know Today’s Insert Media Terrain
It’s the start of fall, and many of us have just returned from vacation. The demands of our industry may be far from center stage. However, this is a time when many companies are solidifying their plans for the coming...
Insert Media Buying Guide: Cultivate Good Relationships
Both package insert program (PIP) owners and mailers stand to gain if a program is successful. Carle Place, N.Y.-based gift retailer 1-800-FLOWERS.COM Inc. sends out approximately 2.5 million package insert envelopes per year across its collection of brands, which includes...
Insert Media Buying Guide: Committed to Its Roots
While it may not have the star quality of more in-vogue direct marketing channels, for Southampton, Pa.-based garden tool marketer Mantis, insert media is something to get excited about. “It’s still a very important part of our media mix,” says...
Cover Story : The Top 50 Mailers
Target Marketing blended mailing history from the Who's Mailing What! Archive with list activity from full-service list and data firm American List Counsel to develop a proprietary compilation of the top users of direct mail in the United States. Included...