Heather Fletcher is senior content editor with Target Marketing.

For marketers who use direct mail sampling, it traditionally has been a "spray and pray" approach. They blindly give away numerous product samples through rental lists, hoping to reach the right consumer and increase their likeliness to purchase the product. These programs are usually measured on metrics like how many samples have been distributed, which tells marketers nothing

With channels like email and mobile and social media monopolizing budget dollars and strategic attention, direct mail can be likened to the forgotten leftovers from last week's dinner. Sure, there are savings that come with internet and mobile channels but, savings and profit can still be realized when executing postal campaigns.

We're here to argue that direct marketing still deserves its place as the major part of the multichannel campaign.  In this DirectMarketingIQ webinar, our expert panelists will outline how and why direct mail is a major leader in ROI for those that use it.

As an attendee, you'll learn:
-About the many postal discounts that mailers can take advantage of.
- How to ensure you're never penalized for non-compliance with ever-changing USPS standards and regulations.
-How to reduce postage by integrating commingling and destination entry logistics.
-The formats that lower cost for mailers and may also spark higher response.
-How strategies to effectively manage drop dates, in-home dates, cycle time and speed to market can reap savings.
-How to integrate social media into print, an inexpensive strategy that can pay huge dividends down the road.
-The cost savings benefit of using a QR code on a mail piece, as well as how best to implement.

Registration fee: $79

Sponsored by MSP

Click here to view this webinar!:

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New York-based Institutional Investor News decided to test new upscale creative and copy during its mid-February through end-of-March multichannel subscription campaign. The publisher tasked Wayne, N.J.-based direct marketing creative and production services provider Ballantine Corp. with the creative, printing and mailing of 
the project.

Today's hybrid lists can combine a prospect's postal and e-mail address, thus actualizing the commercial potential of the Internet (749 words) By Jeremy Barbera The long-heralded potential of the Internet finally is being realized due to the most basic element of the direct marketing process: the mailing list. Up until only a few months ago, e-marketing was relegated to astronomically high-CPM banner ads. That's because marketers suffered from a dearth of Web-user data, which made segmented targeting—and ROI-measurable direct marketing campaigns —virtually impossible. This practical problem was compounded by a political one. Specifically, broad-based e-mail campaigns created the potential for a

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