Kudos, an open letter (and a warning) to the USPS Postmaster General (spread this around)

Over the years I’ve been super vocal about my dislike for the U.S. Postal Service and its less-than-forward-thinking bureaucracy. When it slammed direct marketers with a 20 percent postal increase back in 2007, I went (pun intended) postal on it in my Catalog Success Magazine Column… I have to applaud the USPS for its announcement last week that there would not be a postal rate increase in 2010…But along with my kudos to our Postmaster and the USPS, I also want to put them on notice…

Guest Post – 7 Secrets to Scoring High on Data Card Quality

Note from Jim. Chris DeMartine from NextMark sent me this article for review.  I liked it and decided to publish it for you.  NextMark is the premier resource for the list industry with info on over 60,000 lists.  It’s the go to site for list brokers, managers and data providers.  All direct marketers should be [...]

How To Create Catalog Split Test Scenarios That Matter (part 2)

This week in the final installment of this two-part series on the value of creating mail tests that produce measurable, and telling, results for your catalog, I provide takeaway lessons from last week’s example of how one catalog company tested the profitability of using an upgraded paper stock in its catalog. I’ll also list some tips to help ensure your company is conducting productive mail tests.

The Moral of the Story…

The direct mail list business – A primer for general management

Since last September, we’ve discussed printing, merchandise and catalog creative execution. Over the next few weeks, I’ll serve up some suggestions and insights regarding the list side of the catalog business. Always remember, the 40/40/20 rule of direct marketing states that list selection can impact 40 percent of your direct marketing efforts.  For starters, you’re [...]