Let's face it — marketing without data would require companies to rely solely on instincts and anecdotal evidence to promote their brands. This approach would likely lead to a disconnect wi... View More

I don’t think it takes a great deal of insight to predict the path of direct mail over the short term. If you’ve read this column for a while, you’ll know I’ve advocated for... View More

Those of us in the direct mail business know that mail is an important marketing channel that gains the attention of customers and prospects while pairing synergistically with other marketing... View More

The appearance of your direct mail and transactional mail is, of course, very important. However, all that time you spent on developing and producing your mail is wasted if the data and address... View More

Modern consumers are complex creatures, and marketers have their work cut out for them if they want to reach new customers. More than ever before, today’s brand owners must carefully tailor their... View More

When conducting a high-volume direct mail campaign, it’s important to ask yourself: Do I have everything I need to make my next mail campaign more successful than the last one? Or am I missing... View More

Print/mail service providers and in-plants must rely on the data their customers provide. Though it's not always the greatest quality, some shops are reluctant to touch the customer data, eve... View More

It’s been a challenging time for the direct mail marketing industry. Recession, rises in paper and postage costs, and the pandemic have all contributed to the turbulence. At the same time, though

What do you sell? If you said 'mailing services', you've got lots of company. Try typing 'mailing services near me' into Google and you’ll see how many web pages are vying for attention... View More

You may describe the company for which you work as being in the printing business, or the mailing business. “Marketing services provider” might describe your employer, or perhaps simply... View More

Direct mail is often referred to as the most measurable marketing medium. This is both a blessing and a curse. A blessing in that it IS measurable, making return on investment (ROI) for direct... View More

If you haven’t already incorporated the United States Postal Service’s Informed Delivery (ID) program into your operations, there’s no time like the present. This offering helps gain... View More

We see it in our mailboxes all the time. The mail arrives, full of envelopes that are plain and, for the most part, do not stand out from one another. When it comes to customer engagement and... View More

The USPS delivers over 484.8 million pieces of mail on a daily basis. Did you know that the USPS tracks every single piece that they process and deliver every day? Every billing statement, sub... View More

Duplicate data is a big concern for most organizations. Everyone has duplicate or contradictory data in their databases stemming from unconnected departments, mergers, and acquisitions. As companies a

Consumer identity data, that information you use to segment offers, personalize communications, track marketing effectiveness, and boost conversions, is probably in a sad state. Consumer data... View More

We’ve all heard by now the saying that print is dead and electronic media is making all print methods obsolete, including direct mail communications. However, we can see now that instead, pr... View More

While not labeled as the “Greatest Generation,” Millennials are certainly a demographic group that is top of mind for any astute direct marketer. But what do we know about this demographic

A commonly asked question by businesses of all sizes is: Does direct mail marketing really work? Online marketing has dominated the world and has, to some extent, replaced traditional forms of adverti

I’ve been attending industry events and conferences lately, covering various aspects of the document industry, including transactional print, commercial print, and mailing. While the... View More