Channel | Direct Marketing | Print

Sixteen list management companies reported double-digit improvements in datacard quality over the first quarter, according to NextMark Inc.'s just-released second quarter datacard quality report.

Welcome to Broker Roundtable, where each week we ask list brokers to give their opinions on issues that matter to the marketing community. This week's question: What is the outlook for holiday mailings this year?

In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.

As donations start to rise again after a slump in the recession, many nonprofits are bolstering their traditional direct mail appeals with email, DRTV and social media.

What can large B-to-B businesses learn from the techniques that small business owners know so well?

Telemarketing doesn't have the best reputation in many circles. But if done properly, it can be a great way to engage B-to-B prospects and help guide them through the sales process.

Whether Club Yogi Rewards, a two-year-old loyalty program which rewards campsite visitors, is smarter than the average bear remains unproven. But it's definitely smarter than the average discount program, especially Club Yogi, the one it replaced in April 2009.

The Canadian Wildlife Federation has begun cutting its direct mail fundraising volume by nearly 10% and increasing its targeting efforts, as part of an overall efforts become more environmentally responsible and cut costs.

There is a temptation to talk about mobile and social in the same breath. The channels came to prominence more or less concurrently. And there is considerable interplay, with consumers using their mobile devices to access social networks. But that said, there is at least one significant difference when it comes to loyalty marketing.

What you are selling isn't nearly as important as fully understanding who you are now selling it to and who you could target to sell it to in the future.