When I get home at night, I almost always head straight for the Mail Room where, usually, a few neighbors will be sorting their mail. We direct marketers love watching people react to their mail pieces and we cringe thinking of all the work and money that goes into direct mail efforts that -Boom! get

One of the most puzzling things in today’s direct mail is the letterless direct mail effort. There’s a brochure and an order form but no letter! It’s more than puzzling, it’s astonishing. I can pretty well guarantee that if you test a mailing campaign with a letter and no brochure against a mailing campaign with

How to make your marketing campaign more cost-effective  New business leads cost most of us a fortune. We’re not talking about prospects in a directory or sending out advertisements via email or direct mail. Real marketing leads for new business are direct results of conversions from your marketing efforts and can cost up to $500