Direct Marketing Association

Woolley Out at DMA, Board Appoints Benton Interim CEO/COO, Berzan Interim President
April 25, 2014

The Board of Directors of the Direct Marketing Association (DMA) today appointed Thomas Benton as Interim CEO/COO and Jane Berzan as Interim President. Benton and Berzan have both been intimately involved in leading the implementation of DMA's strategic plan, as well as current initiatives and ongoing operations. Benton currently serves as COO and Berzan serves as SVP of programs, marketing and events. This transition follows Linda A. Woolley's announcement to resign her role as President and CEO.

Why Online Retailers Mail So Many Catalogs
April 23, 2014

When everything is available for sale on your smartphone, why do catalogs still clutter your mailbox? Shoppers spend more online after browsing through lavish print spreads. The old-school marketing format has survived to play a crucial creative role in modern e-commerce. Today, the catalog is bait for customers, like a store window display, and a source of inspiration, the way roaming through store aisles can be. The hope is shoppers will mark pages they like and then head online, or into a store, to buy

The Direct Marketing Industry’s Assault on First Amendment Rights
April 8, 2014

In searching for journalists and editors who should be made aware of "Write Everything Right!" I traveled the globe. Using my desktop computer this past winter, I set out on a huge journey. In the grand tradition of Richard Viguerie I visited the virtual newsrooms of every English-language newspaper in the world along with a slew of magazines. About half of them welcomed me warmly, such as the Kansans at the Hutchinson News.

Penton Launches 'SmartReach' Marketing Data to Enhance Audience File
April 1, 2014

Penton, a leading professional information services company, today formally announced that it has formed Penton SmartReach, a division focusing exclusively on the development, management and delivery of targeted data and subscriber information to help direct marketers identify, reach and activate more prospects and generate more effective leads. The database has 16 million business-to-business records, representing 7.8 million unique businesses.

Denny's Daily Zinger: Direct Marketing Has Been Hijacked
March 24, 2014

I was invited to a meeting of elite direct marketers at the Yale Club last week. So elite, only 24 people showed up. The title of the presentation: "Data Stewardship: Big Topic. Gigantic Challenge!" It was a session about how unfair the recent Steve Croft "60 Minutes" segment was to "Data-Driven Marketing."

Data Is Key Driver of Growth, DMA Research Finds
March 21, 2014

The Direct Marketing Association (DMA) released its "Quarterly Business Review" (QBR) for the fourth quarter of 2013. … The study shows confidence in data-driven marketing (DDM) at its highest level ever, with nearly 78 percent of respondents saying they're confident in the practice of DDM and its prospects for future growth. Contributing to this confidence is the growth of digital channels, of which data is a vital driver.

The 8-Second Challenge: Email Marketing for Our Shrinking Attention Span
March 19, 2014

Good news, fellow marketers: email isn't dead. Indeed, the return on investment for email is more than $40 per dollar spent, a return higher than any other marketing channel, according to the Direct Marketing Association. While email isn't dead, one thing is clear: The email newsletter is a dinosaur. Emails that mimic print newsletters of yesteryear are bulky, lumbering and sometimes monstrous in size. But like the T-Rex's stunted arms, the reach is tiny. These newsletters try to accomplish too much and, in the end, they do very little to drive results.

Dinosaurs & Cowboys – Direct Marketing Secrets
March 14, 2014

The fatal flaw in marketing today is many online marketers don’t know they are direct marketers, said Brian Kurtz, president of Boardroom, Inc., in his opening keynote at DMIQ and Target Marketing's Direct Marketing Day @ Your Desk virtual event … on March 13. Those in direct marketing saw the Internet as a great direct marketing channel with the same opportunities as traditional data-driven marketing, he said. Concepts like “launches” and predictive analytics and segmentation and customization have been around—and been successful!—for decades.

'60 Minutes' Skewers Marketers Over Data Collection
March 11, 2014

"What most of you don't know, or are just beginning to realize, is that a much greater and more immediate threat to your privacy [than NSA data collection] is coming from thousands of companies you never heard of in the name of commerce." That's how "60 Minutes" began a supposedly unbiased report on the practices of marketing "data brokers" that aired on Sunday, March 9. The piece featured an interview with Federal Trade Commissioner Julie Brill, who claimed marketers keep personally identifiable "dossiers" on all individual citizens

How to Market Consistently When You Have NO Time
March 5, 2014

You know you need to market consistently. You have the best intentions of doing so, but you find yourself constantly distracted by the phone ringing, email piling up, invoices to send, clients to help, voicemails to return and the paper that is growing out of your desk. What’s a busy marketer to do? Here are five ways you can market your business consistently when you have NO time