If you’ve spent any time at all on Twitter and Facebook during the last week or so, you’ve undoubtably heard about KONY2012. The campaign by the nonprofit advocacy group Invisible Children centered around Joseph Kony, the Ugandan warlord and leader of the Lord’s Resistance Army, a guerrilla group with a long and violent history that includes the kidnapping of children. With striking and dramatic imagery and Hollywood-style editing, the campaign video presents an utterly compelling message in the age of “social” media: by simply clicking “share,” you can make a difference in the world. And “share” the world did …

With the exception of newborns, there is a scarcity of new names to mail. New lists to the market are made up of the same names in a different form in a slightly different context. Consequently, the same direct-mail responsive customers are being saturated with offers. Simply put, everyone is cherry-picking and mailing the same best-performing names, thereby lowering overall response rates. According to Jim DeMarke, senior product manager at Experian, an Illinois-based information solutions company, although proven mail-order buyers remain the most responsive, "It is unlikely that marketers will find someone that no one else has ever found." The trick, he says,

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