Declaration of (I)ndependents

Declaration of (I)ndependents

Throughout the current election process, they have spoken. Loud. And clear. They have participated in the primaries of both major parties in droves. Now that the candidates are set, they will be the ones who determine which one becomes the…

Where Wearable Tech Is Worn

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…

Addressable TV Ads Are Here

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…

USPS Price Rollback: The 4.2% Bonus

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…

How SIC Codes Can Grow Your Mailing List

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…

What Are You Suppressing? And Why?

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…

A List For 2016

A List For 2016

The Boy Scouts of America have defined exemplary behavior through a list of attributes that has often been referred to in whole or in part. Since marketing of any sort and direct mail marketing in particular is both introspective and…