I’ve been fighting a KPI (key performance indicator) battle recently. Setting appropriate KPIs is an essential part of setting up any marketing program. If the KPIs you use to judge success are off base, you’ll misjudge your program’s effectiveness and…
First Impressions Count! We develop hundreds of direct mail packages each year for our clients, so we think about what goes on direct mail outer envelopes A LOT. The outer envelope (OE) is the first impression your mail makes, and…
Staying Ahead of the DM Data Curve Since its inception in the 1980s, data modeling has profoundly impacted direct mail marketing to accomplish various marketing objectives across different channels. The goal is always the same — generate incremental business by…
Why your direct mail prospects deserve a better offer Mike Gunderson (Gunderson Direct CEO) and I were talking about some trends in direct mail recently. We agreed on one crucial direct mail (DM) trend headed in the wrong direction —…
As the head of our direct marketing agency’s account team, I’ve always been a proponent of a well-conceived brief. Show me great creative, and it’s a good bet the client and agency put in the time and thought upfront to…
How Smart, Informed Decision-making Can Boost Your ROI Direct mail can be the best form of marketing when executed well, delivering incredible results and ROI. According to a 2021 Data & Marketing Association (DMA) report, direct mail response rates can…
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