Q&As

INSIGHTFUL REPORTING Larry Riggs’ article about the Kellogg School of Management’s direct marketing program (Revised Curriculum, July) was informative

A MULTISOURCED prospect pool takes list-based business-to-business targeting to the next stage of sophistication and effectiveness. Rather than treating

At first I wasn’t sure if this York air conditioner ad was weak enough to cry out for a makeover. After all, it does identify the product and mention a couple of sales points in the headline. It has nice pictures of the product, of happy people, and swatches showing the choice of colors.

But the more I studied and worked with it, the more I found lacking.

NEW LISTS Ampli-Ear This is a list of 155,956 Ampli-Ear hearing aid buyers. Three-quarters were age 60 or older and their average order was $25. Direct

MICROSOFT BECAME THE DARLING OF THE E-MAIL marketing world last month yes, Microsoft, the evil empire itself by adding an unsubscribe link to its free

DermaPlus, an online marketer of genetically engineered skin-rejuvenation cream, has built up a customer base of about 6,000 primarily through direct

WHEN DIRECT MARKETERS plan campaigns with their printing and mail service providers, much of the attention is focused on the mail piece. The size and

PROSPECTING CAN BE A DICEY business, especially for a continuity mailer. But International Masters Publishers Inc. has figured out how to minimize the

FRUSTRATED ABOUT HOW TO ATTRIBUTE CREDIT FOR SALES AND brand-building success? You’re not alone. It’s a hot topic given the amount of money spent on digital

Business-to-business e-mail recipients say they prefer to get these messages on Mondays and Tuesdays, according to a study by e-mail marketing services