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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

Every UCC-1 filing is like a diamond in the rough. It’s greatest value to direct mail marketers emerges with processing and refinement. Monitoring UCC filing data activity can open a potent portal to fresh financing opportunities for lenders, and sales leads for providers of goods and services. UCC Filing Data Can Answer Critical Questions: Who … Read more

Small businesses, including startups and those with histories of past struggles, need repeated infusions of working capital to survive and thrive. Cash flows can be uneven, and sudden needs arise. Traditional lenders are often unable or unwilling to satisfy the need for relatively small loans or tight schedules. The Small Business Administration is a trusted … 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

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 interpersonal, this list targets marketers of any stripe. That said, following are some thoughts based … Read more

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 perfect union has been suffused with an atmosphere of rancor. … Read more

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 number of good reasons why this is so, some are legal while some are … Read more

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 in 1937 as a way of standardizing how disparate government agencies could refer to … Read more

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 be a welcome discount. Market dominant rates will decline … Read more