Pompano Beach

Heather Fletcher is senior content editor with Target Marketing.

Today, Facebook users will see a notice at the top of their News Feeds, showing them which apps they use and what data those apps may house — which means that data is available to third parties. They’ll feel like products whose data is sold to marketers, instead of consumers served by data-backed marketing, according to an article yesterday in The New York Times.

It's 2015. Do website copyright dates reflect that? Customers are happy with the brand. Does the site illustrate that? The company rebranded. Do social media accounts house its new name and logo? That quote about never getting a second chance to make a first impression plays into Tim Ash's comment that the word "professional" has to pop into site visitors' minds within 1/20th of a second for them to stay on marketers' sites. On Friday, Ash's comments from 2011 were joined by those from Diana Ennen, president of Pompano Beach, Fla.-based virtual assistant resource site Virtual Word Publishing.

Copy on the front of the envelope remains the tried-and-true method for most mailers to reach prospects. It's where you find teasers, offers, deadlines, personalized data, etc.—and these approaches run the gamut, from oversize formats with scarcely any copy/images to smaller efforts that are covered with copy and have full-bleed images.

The Internet age has been both a blessing and a curse for direct mail. On one hand, there is less mail in the physical mailbox, as many marketers have reduced their volumes in favor of e-mail messaging. On the other, prospects appear to make more rapid-fire decisions about their mail.

Much is made of how different the direct mail and e-mail channels are - and the oft-repeated recommendation is to use both in a well-coordinated multichannel campaign. (An Aug. 20, 2008 Tipline article that I wrote, entitled "6 Steps to Improving Both E-mail and DM Content," begins with that premise, in fact.) However, not as much is discussed when it comes to their key similarities, especially from a copywriter's perspective. Finding these similarities can help get a campaign off on the right, truly coordinated foot.

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