To the casual observer, Publishers Clearing House (PCH) appears to have luck on its side. The nearly 60-year-old company that got its start selling magazine subscriptions has weathered stringent sweepstakes legislation and the accompanying publicity stirred up by Congress; the shrinking of its original customer base; and the not insignificant challenge of duplicating its offline dominance in the online sphere.
Who still sends mail? Many of the most successful marketers in the United States, according to the 2011 edition of Target Marketing's Top 50 Mailers list. Here's a Web-exclusive look at one of the nonprofits that made the list, but wasn't profiled in the magazine: The National Breast Cancer Coalition. PLUS: Your chance to download the complete Top 50 Mailers List today for free!
Many marketers have looked to Howard Draft, chairman of Draftfcb and 2010 inductee into the DMA Hall of Fame, for thought leadership on the present and future of marketing. He recently offered Target Marketing these tips for marketers still making a name for themselves in the world of direct response and target marketing:
No matter how many years keep ticking by since my school days, the early weeks of September always bring back vivid memories of starting a new school year. As a girl, back-to-school time for me was mostly about getting a new wardrobe, catching up with classmates I hadn't run into during the summer and, in high school, getting one more season to perfect my volleyball game.
The more things change on Target Marketing's Top 50 Mailers list, the more they stay the same. As I write this, mail volume continues to plummet; the U.S. Postal Service reported a drop just shy of another billion pieces for the third quarter of its 2010 fiscal year. So with increasingly less First-Class and Standard Mail in circulation, what do consumers find in their mailboxes these days?
Companies are getting used to sharing search results data across the marketing, social media and communications departments. But, according to Lee Odden, CEO of TopRank Online Marketing, the more practical approach is to get this insight into the hands of any department that influences online content.
No one likes to reinvent the wheel, which is why the temptation to share a sister brand's e-mail list can be hard to resist. But not doing so can result in some pretty ugly ramifications.
Google's not the only engine that's now mixing social media content into the search results page. At press time, Yahoo! and Bing were integrating Facebook and Twitter posts; Google was doing the same, as well as pulling content from MySpace.
Comparing direct mail patterns across verticals for the 12-month period of April 2009 to March 2010, the insurance and publishing sectors rise to the top for sending repeat mailings.
The U.S. Postal Service's proposal for an exigent price increase is causing businesses to go bug-eyed over the potenial hike of 4 percent to 5 percent.
Real-time search—a subset of search that's driven by the recency of social media and news, and its influence on search engine optimization—is growing.
As the older segment of Gen Y—the population segment generally defined as being born between 1980 and the early 2000s—takes on bigger roles in the buying process for their employers, B-to-B firms are challenged to adapt their selling strategies.
A company could sit back and wait for customers to post something nice about its products and services on their social media pages. But why not be proactive and help stimulate and facilitate this word of mouth? That's the concept behind the test Bellevue, Wash.-based travel firm Expedia recently launched with the support of Compendium Blogware, a blog software company in Indianapolis.
While a good deal of the focus on environmentally sustainable production processes for direct mail and other marketing materials has centered on paper, marketers also can make more eco-oriented choices when specifying inks.
The love/hate relationship marketers have with the U.S. Postal Service recently swung mightily toward hate, bordering on war of the legal kind. Last Tuesday, the agency filed with the Postal Rate Commission a proposal for rate hikes that greatly surpass the consumer price index cap imposed by the Postal Accountability and Enhancement Act of 2006. In its defense, the Postal Service claims to be facing exigent conditions, for which the Act allows the ceiling to be temporarily suspended. But the Affordable Mail Alliance, among other parties, challenges this assertion.