Direct Marketer

Direct Marketer
Increase Direct Mail Effectiveness With TV

Television and direct mail have often lived in an uneasy relationship. This is unfortunate, because these two mediums offer tremendous benefits when used in tandem. In fact, TV offers direct mail practitioners two critical benefits. First, its communication power is unequalled. So when you need to break through in your communication, television is often the best option.

Get More Multichannel Muscle

Direct marketers are a resilient bunch. Since the dawn of the internet, experts have been predicting the demise of direct mail. But like a comic book superhero, direct marketing is hard to kill. Nevertheless, the industry constantly faces an uphill battle for respect. Just a couple of months ago, a new report was published that calculated a quick death for direct mail at the hands of the merciless internet.

Strategy Session: 5 Big Ideas You Haven't Tried Yet

In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."

5 Big Ideas You Haven’t Tried Yet

In his first book, "Confessions of an Advertising Man," David Ogilvy wrote: "Unless your advertising is based on a big idea, it will pass like a ship in the night." To which I add, "And in direct marketing, your ship will sink."

Triple Integration: Campaigns, Media and Measurement

We hear the word "integration" in almost every conversation about multichannel marketing these days. Unfortunately, there seem to be almost as many definitions of the word as there are people who use it.

7 Rules to Testing in a Down Economy

During rough economic times, it's easy for those who control the budget to say that if response rates are down, they don't want to invest in testing—"You can't spend money if you're not making money." To certain executives, this actually makes sense. But others, the wise ones, know that the time to spend more marketing dollars is when sales are down.