Where Wearable Tech Is Worn
One of the many subsets of the Internet of Things is wearables. It would seem that the early momentum in the wearable space favors the wrist. First among them continues to be fitness trackers, followed by smartwatches. (Other forms of wearables are certainly promising...
Addressable TV Ads Are Here
Perhaps the most vexing problem with using TV to reach direct response targets has been…targeting. Advertisers have always been challenged to know who is seeing what. As the old client lament goes, “I’m wasting half my money, I just don’t know which half.” Enter...
USPS Price Rollback: The 4.2% Bonus
The exigent price increase granted to the United States Postal Service as a way to recover lost revenue in the wake of the Great Recession expired on April 10, 2016. While debate continued until the eleventh hour, the direct mail industry has just received what should...
How SIC Codes Can Grow Your Mailing List
Business mailing list growth is on everyone’s…list. One of the best ways to grow a list of business contacts is through the Standard Industrial Classification (SIC) Codes that identifies every business by industry category. The SIC Code system was created back...
What Are You Suppressing? And Why?
Direct mailers, email senders, and telemarketers are all suppressing something. Or at least they should be. Though millions of potential recipients are readily available it’s typical that only a selection from them are good candidates to be contacted. There are...
Direct Marketing in a Time of Political Polarization
Politics has become like tribal warfare. The opposite ends of the political spectrum no longer feel like start points for a dialogue, but armed camps defended by zealots. The spirit and process of compromise our founding fathers envisioned as a way to form a more...