The most crucial element in a direct mail campaign is the mailing list. Here's how to do it right.
The Canadian postal service reeducates agencies on why direct mail is a core part of any well-rounded integrated campaign.
Everyman Theatre company incorporated data-driven strategies to optimize its direct mail marketing. Total ROI after one campaign? 552%.
The automaker teams with innovative photographer Carl Warner to demonstrate that there's more to the new Volkswagen Golf than meets the eye.
Junk mail is just a great offer sent to the wrong person at the wrong time.
What's in our mailbox this month: 6-by-9 inch direct mail pieces from Bare Necessities, the Leukemia & Lymphoma Society, Nordstrom and Sears.
Identity theft protection company LifeLock has selected SeQuel Response as its agency of record for direct mail campaigns, said Erick Dickens, LifeLock's director of product marketing.
Philip Thorn, head of marketing, US direct, Hiscox and Hiscox head of communications Hunter Hoffmann discuss targeting in the insurance vertical
Newcomers to the suburbs of north Seattle are sent individualized maps, using Microsoft Corp.'s Bing technology, with turn-by-turn directions from their respective doorsteps to the nearest of The Everett Clinic's more than two dozen locations.
Given the Justin Bieber-level hysteria that typically accompanies the debut of a new Apple product, SquareTrade, a warranty provider for consumer electronics products, saw a marketing opportunity in the October launch of Apple's iPhone 4S.
Don't sleep on direct mail. That was my surprising takeaway from last week's Direct Marketing Association 2011 Conference & Exhibition.
Couponing company Valpak is tagging its direct mail pieces with quick response (QR) codes, beginning with its July mailings scheduled to reach homes July 7. The company is partnering with three TV networks for outside-the-envelope QR code promotions that will run in Valpak mailings from July through September, as well as enabling local advertisers to add QR codes to their listings inside envelopes.
Cambridge Beaches Resort & Spa will launch a campaign this fall using direct mail, email, social media and banner ads, said Michael Winfield, president and CEO of the company. The Bermuda resort is working with Merge Consumer Marketing, which it selected last month as its AOR after an RFP process that included five agencies.
The US Postal Service said June 22 that it will suspend its benefits contributions to the Federal Employees Retirement System (FERS) to preserve liquidity through the rest of its fiscal year. The Postal Service said it expects to save about $800 million by the September 30 close of its 2011 fiscal year.
The US Postal Service defended internal research that found it would save $3.1 billion per year by eliminating Saturday home delivery, calling into question the Postal Regulatory Commission's research that found it would only save $1.7 billion by doing so. PRC chairman Ruth Goldway also said the USPS declined to meet with the oversight body about the discrepancy in projections.
The US Military Academy (USMA) at West Point, NY issued a sources sought notice on June 6 looking for an agency that specializes in higher-education marketing to create a recruitment direct mail campaign. The USMA will select a firm to create an effort targeting prospective candidates for the academy, as well as parents, counselors and schools.
The US Postal Service will conduct a promotion this summer rewarding mailers for using two-dimensional barcodes on their marketing materials as part of the organization's larger initiative to attract advertisers to the mail. The promotion, scheduled for this July and August, will give mailers who use smartphone-friendly barcodes a 3% postage discount on qualifying Standard and First-Class mail letters, flats or cards.
The US Postal Service will launch a b-to-b marketing campaign in September to promote the mail as an effective marketing medium for businesses, said Postmaster General Patrick Donahoe at the National Postal Forum in San Diego on May 2. The organization is working with agency Campbell Ewald on the effort, which will include TV and direct mail components.
The US Postal Service will begin to test a postage-back guarantee next month for large marketers that agree to advertise their products through First-Class and Standard mail. The USPS will offer the "Mail Works Guarantee" to a group of companies that spend at least $250 million a year on advertising, beginning May 16, in its latest initiative to attract large advertisers.
Porsche is rolling out an integrated marketing campaign featuring direct mail, mobile, online and TV elements with the goal of changing consumer perceptions about its products. The car maker worked with agency Cramer-Krasselt on the campaign.
The US Postal Service said March 24 that it will eliminate 7,500 positions in the next year as part of an effort to cut $750 million in costs. The USPS will cut the positions through a combination of buyouts, layoffs, and the elimination of some jobs.
The US Postal Service and the American Postal Workers Union tentatively agreed to a new four-and-a-half-year contact on March 14. The deal, which would run through May 20, 2015, includes a 3.5% wage increase over the life of the contract, with the first raise taking effect in November 2012.
Lawn-care company TruGreen launched an integrated marketing campaign on February 28, using direct mail, a sweepstakes, a revamped website, pop-up stores in malls and TV ads. The company worked with AOR Publicis Dallas on the effort, with the goal of refreshing its reputation and improving the sale of service packages.
As we move at light speed into a world that continually serves up new media options, we often look over the documented tenets of good, solid direct mail use in conjunction with an integrated campaign. A quick reminder never hurts.
Petco is rolling out a consumer awareness campaign with digital, newspaper insert, in-store and TV components. The effort is Draftfcb Orange County's first campaign as the pet supply retailer's brand and product advertising AOR.
Valassis reported fourth-quarter revenues from shared mail of $341.9 million, an increase of 2% compared with the prior year. Full-year 2010 revenues in the segment were $1.3 billion, a 2.2% increase year-over-year. The marketing services company's neighborhood targeted business saw Q4 2010 revenue of $149.9 million, an increase of 6.2% compared with the prior fourth quarter.
Johnny Rockets harkened back to its roots to kick off its June 2011 25th anniversary, launching the restaurant's "Celebrating the Originals" campaign in December. Those who purchase a meal during the celebration receive a guaranteed-winner scratch-off ticket that could reveal any number of prizes.
LA Weight Loss has launched a direct-to-consumer campaign featuring two-minute national cable DRTV spots, direct mail, search marketing and social media.
Retailer Toys "R" Us is asking "kids to help kids" in a Halloween campaign created with UNICEF. The effort, created in-house, includes direct mail, a microsite, in-store promotions, online marketing and social media. It launched September 16.
Ford is driving potential buyers to its website to learn more about its 'MyFord Touch' technology in an integrated marketing campaign promoting the 2011 Edge sports utility vehicle. The effort is leveraging direct mail, e-mail, TV, print, online, out-of-home advertising and social media.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
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