Steven Sheck

The New Year is a good time to refresh direct mail marketers about the available wealth of list data options. After all, we all know that probably 50% of the success of B2B and B2C campaigns is attributable to the mailing list. So, it pays to be aware not only of the 80,000+ mailing lists … Read more

For 2019, the Postal Service is continuing to provide promotions and incentives for mailers to combine enhanced print and cross channel media technologies with marketing mail. As direct marketers know, speeding the journey from awareness, to consideration to action is a key to success. Each of the USPS 2019 promotions is designed to facilitate exactly … Read more

There’s a classic 1970 TV commercial for Barney’s Men’s Store, a New York fixture for many years, that may interest direct mail marketers. It goes like this: Several young boys are sitting on the front stoop of a New York City tenement building. They ask each other what they are going to do when they … Read more

Just for the record, it’s been official for a while now: Millennials, born between 1981 and 1997 (age 18-34 in 2015) are the the largest living generation. They number over 75 million as of that year. Plus, the ranks of the Millennial generation are likely to grow at both ends of the cohort’s age range … Read more

For mailing list providers, datacards are their products on display. Like fresh produce or strings of pearls, they must project quality, desirability and value to potential buyers. They must reflect the credibility of the offering merchant. Whether a seasoned list buyer or a newcomer to the marketplace, it pays to re-visit the details that make … Read more

The race to reach the newest businesses is a big deal for direct marketers. The challenge is to get there first, before the competition. It makes sense to contact these freshly hatched enterprises ASAP.   The Newest Businesses Need Everything Remember what it takes to start a business. Once a business plan is in place, … Read more

The continued role of telemarketing as a productive tool in the direct marketing mix is worth mention. Just as the experience of using the web has migrated from desktop to tablet and smartphone devices, the experience of speaking with another human being has gone mobile. Technology changes the platforms we use to communicate, facilitating the … Read more

For direct marketing campaigns to succeed, the undivided attention of the recipient is more than a little helpful. This is particularly true when reaching out to executive level decision makers. Given that their office days are overfilled with scheduled – and unscheduled – demands, entering their mindspace with a marketing offer is challenging. Consider then, … Read more

Let’s take a new look at look alike targeting. In the field of topology, there’s an example which insists that a donut and a coffee mug are identical. (Each is a toroid with a hole in it.) The fact that one can hold liquid while the other can be eaten is immaterial; they share common … Read more