Steven Sheck

It starts with Halloween and continues on until New Year’s Eve. It’s the holiday marketing season. It has become so ingrained in American culture that the initials “BFCM” are widely understood to mean Black Friday and Cyber Monday. While generally considered the domain of B2C marketers, B2B marketers can play too. With everyone in a … Read more

Vacations require a lot of work. In today’s interconnected and never-off world, even R&R requires planning, patience, and organizational skills. From the moment the decision is made to take a trip, a multitude of travel marketing streams begin to converge on the traveler(s). As described by Google, the travel customer journey has five stages that … Read more

In addition to content and an offer, every piece of direct marketing mail contains data crucial to its effectiveness. That is the data which enables the USPS being able to deliver it. Specifically the intended recipient’s name and address. This is where data hygiene comes in. When both are current and in good order, the … Read more

Green direct marketing is not limited to offers of eco-friendly products and services. A direct response audience may support issues of sustainability and the environment. If this is known to be true, it becomes incumbent on marketers to demonstrate sensitivity to the issues their prospects and customers share. Green Direct Marketing Is As Green Direct … Read more

Direct mail campaigns require a well-defined consumer or business target. Marketers rely on many data points to hone their lists. Perhaps most basic is the target audience size. It makes sense to get this right. Higher numbers are tempting since they can mean more opportunity. However they bring a higher campaign cost. To illustrate, let’s … Read more

Motherhood in the 21st Century is evolving to include not only mothers who work, but are moving into management, the C-suite, or ownership positions. All while raising families. More than ever, direct marketers need to know who they are dealing with if they expect to reach working mothers. To begin, 72% of all mothers work. … Read more

There you are. Lounging on the beach at that secluded resort miles away from anything. Far from home. Away from care. Away from…direct marketing? The vintage bi-plane chugs into view, tugging a banner that reminds you to apply sunscreen of 30 SPF or more. Naturally it recommends a specific brand. The end of summer means … Read more

When you need to buy mailing lists, an overview of direct marketing data providers starts with the big players (as in most industries.) You know who they are. That leaves the rest, a range of smaller enterprises, down to literal mom and pops (equally true in most industries.) Does Size Matter When It Comes To … Read more

Get Ready GDPR is coming. It’s been two years since the General Data Protection Directive was adopted by the 28 member European Union. It paved the way for full implementation of the toughest set of privacy rules yet. On May 25, 2018 it will be replaced by the General Data Protection Regulation – GDPR. By … Read more