Dick Goldsmith

The United States Postal Service is letting marketers place SMS calls to action, mobile bar codes and digital watermarks on direct mail in an upcoming campaign that will give businesses a 2 percent discount on qualified pieces. The direct mail coupon and click-to-call campaign promotion runs from March 1 to April 30. The USPS has tested several mobile initiatives that included QR Codes, but this is the first time that SMS has been added to the mix with discounts for businesses that equip their mail with mobile. "Our strategy is to bring awareness to marketers, retailers and all our customers

Today, the word technology most often is used to refer to online innovations. In the search engine marketing sector, in particular, new solutions are rolled out almost monthly—if not weekly. By comparison, “most of what’s happening in direct mail printing is evolutionary not revolutionary,” says Barry Bogle, vice president, imaged products at Quebecor World, a commercial print media services firm based in Montreal, Canada. All the same, he notes, this incremental progress is significant in helping direct mail remain a cost-efficient activity for direct marketers. While few in the industry would dispute direct mail’s advantage as a strong one-to-one communication method, the rising costs

By Hallie Mummert In an article on Freemiums in the July issue of Inside Direct Mail, author Dick Goldsmith of The Horah Group quoted direct marketing consultant and top copywriter Herschell Gordon Lewis as saying that a combination of overuse and misuse of the word "free" in direct mail and e-commerce campaigns has greatly limited its vitality. But don't call "free" down for the count just yet. If telecommunications powerhouse AT&T Wireless has anything to say about it, the "free" offer is going to hold its own for several more rounds ... if not win the fight. For the past 15 months, the

Industry experts get serious about privacy, postage, telemarketing and more. Reported by Paul Barbagallo, Brian Howard & Hallie Mummert Privacy. The U.S. Postal Service. Telemarketing. Congress. These four topics dominated the discussion at Target Marketing's Business Outlook 2003 breakfast, held during the Direct Marketing Association conference in San Francisco in October. We gathered a distinguished panel of industry experts to outline the major issues direct marketers will face next year, and found that the more the industry changes, the more it stays the same. When Target Marketing convened a roundtable seven years ago to discuss the future of direct marketing, we gnashed teeth over

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