Air bags. Ammunition. Explosives. Gasoline. These are examples of items the U.S. Postal Service won't mail. Nowhere in there is the notice that USPS will delay or deny delivery of Disney and Warner Bros. movies and Hachette books. Amazon appears to be replaying the history that caused the formation of the USPS, with a slight twist. Instead of charging an extra 2 cents for door-to-door delivery, Amazon is requesting larger profits directly from the marketers.
In the world of database marketing, there's no such thing as too much data. However, on the mail piece, there certainly is—as prospects can suddenly turn unresponsive and uptight if they see too much familiarity in the mail piece.
Target Marketing took some time to chat with Alan Zamchick, vice preisdent of list management for Media Horizons Management about how he entered the list business, who his mentors were, what challenges he has faced in the industry and more.
Equifax Database Services, a leading provider of marketing database hosting services and a business unit of Equifax Inc. (NYSE: EFX), today announced a multi-year marketing solution with Hachette Filipacchi Media U.S. (HFM U.S.) to support the magazine publisher's direct marketing efforts and its list rental business.
She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.
It's no secret among direct marketers that direct mail has been having its struggles, with production and postage costs going up while response rates sink because of prospects becoming less consumerist than in any time in our recent history as a country.
Pegg Nadler loves the unknown. Where others see challenges, she sees opportunities. Where others fear change, she fears boredom. These are some of the qualities that have driven her 30-year direct marketing career, the bulk of which she's spent advancing database marketing operations at commercial and nonprofit organizations and giving back to the direct marketing community. And they're why she's Target Marketing magazine's Direct Marketer of the Year.
Like other misunderstood newcomers, the use of URLs in direct mail was not too long ago a novelty item that companies liked to trot out with pride for their customers, but had yet to figure out its intrinsic value. “I started seeing [URLs] in direct mail in the mid-90s. It was before the bubble, so everyone was so enamored of the idea of having a Web site, but didn’t quite know where they were going with it,” says Neil Feinstein, director of creative strategy at New York City–based True North Inc., an advertising agency that specializes in direct marketing, print and Web design.
For Steve Brill and harried airline passengers, this could be really big On October 27, 2001, I took a taxi to Philadelphia's 30th Street Station and boarded a train to Chicago for a direct marketing convention. In the aftermath of 9/11, I was not afraid to fly. Rather, I had heard horror stories about travelers spending four hours dealing with airport security and even then missing their flights. I figured low-key down time on an overnight train was better than eight hours of high tension at PHL and ORD. While on the train, I wrote a piece for Target Marketing magazine's Web site saying