Marlborough, Mass.

Heather Fletcher is senior content editor with Target Marketing.

Hundreds of bleary-eyed conferees crowded into the room, lining the walls and tripping over attendees sitting in the aisles. There to listen to the thought leadership session "Integrating Online and Offline Data for Digital and Direct Marketing," they were present and accounted for at 8:45 a.m. on Tuesday during DMA2010 in San Francisco.

The two go-to components of a direct mail campaign—the list and the offer—may not (and often cannot) change much, as lists are better targeted and cleaner than ever before and many companies, especially in this economy, are giving potential customers "best offers" already.

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