The Science of Insert Media Production
August 1, 2004

How to keep your costs in line The aspect of insert media that scares off many a curious direct marketer is the level of commitment needed to get optimal results. Not only must you test a variety of programs, creative approaches and offers to find winning combos, but you have to plan out your insertions so you can take advantage of production economies. Granted, media placement costs are higher than those associated with insert printing. But that does not mean you shouldn’t look to control your production expenditures. By giving some thought to format, paper, timing and distribution, you can open up a channel

Outsource Solutions: Catalog Production
June 1, 2004

Avoid Press Check Pitfalls When printing a catalog, the direct marketer and its print vendor ideally have the same goal: to create a quality product. But the realities of a vendor/client relationship are such that the printer also wants to perform the job quickly and economically—while the cataloger’s aim is to get the best printing, says Miriam O. Frawley, president of e-Diner Design & Marketing, a catalog agency in Highland Mills, NY. To help you hurdle the potential roadblocks to a successful press check, consider the following six pieces of time-tested advice. 1. Discuss your expectations with your printer ahead of time. Obviously, the

Outsource Solutions: Lettershops
May 1, 2004

The Proof Is in the Process Personalization can boost response to a direct mail campaign because of its ability to establish a connection with each member of the target audience. But it can have the opposite effect if errors in the data or its presentation mangle the message. One of the keys to executing a successful personalized direct mail campaign is working with your lettershop to create a proofing process that leaves no personalization element uninspected. The variety of proofing methods available to direct marketers can be confusing, says Sylvia Konkel, vice president of marketing at EU Services, a full-service mailing facility in Rockville, MD. That’s why

The Impact of Digital Asset Management
February 1, 2004

Improve direct marketing processes with a content management system It’s not every day that technology disrupts how direct marketing is done. The 1980s, for instance, was the decade of word processing and desktop publishing. The early 1990s ushered in breakthrough tools for merge/purge, sorting, printing, addressing and delivering direct mail. More recently the Internet spawned a whole new medium—e-mail marketing. The next new thing is digital asset management. Digital asset management, or DAM, refers to software that enables you to store and retrieve—quickly—all types of files, including design, copy, word documents, spreadsheets and more. The difference between DAM systems and simply storing files