Tim Prunk

Heather Fletcher is senior content editor with Target Marketing.

As much as Americans love their cars, it doesn't appear they feel the same affinity for their car insurance. In survey findings released by Acxiom and BIG Research on May 17, about two-thirds of respondents reveal that they're more likely to shop around than renew coverage with the same insurance provider.

Like all mediums, direct mail is evolving to better fit the consumer’s expectations. The evolution to more customized mailings has been a long time in the making, but online media have hastened the process by providing marketers with additional insights into their customers’ behaviors and possibly by showing up their offline counterparts. Whatever the reason—and advancements in technology, for sure, have played a big role—it’s welcomed progress. Unless, however, marketers get so bogged down with the logistics that they forget to properly plan their data strategy. As many direct marketing experts have admonished—including the former editor of this magazine—just because you have data on a

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