Melissa Data

Tapping Postal Resources
April 1, 2003

By Paul Barbagallo Targeting consumers using the U.S. Postal Service as your messenger can be an arduous task. But amid postal rate increases, confusion about retirement pension overpayment and presidential postal commission roundtables on the nature of reform, the U.S. Postal Service (USPS) does have cost-cutting resources in place for the mailer. A common opinion voiced by postal experts is that mailers are not educated enough about the components and benefits of the various products, services and technologies the USPS has to offer. We picked the brains of some of these mail gurus to share how postal products such as Merlin, ABE,

Enhance What You've Got, to Get What You Want
April 1, 2003

By Hallie Mummert As a direct marketer, you probably often ask yourself, "What do I know about my customers? What do I know about my prospects?" But you really should ask yourself: What do I need to know about my customers and prospects to help me market smarter? A great place to start is your own transactional data. But this isn't always enough to tell you which offer is the best one for the second sales attempt— or, more precisely, which customers might not respond to a cross-sell offer, say for car insurance, because they don't own cars. To enhance your relationship