News at Bresser's Information Service

03/09/10	Mail Groups Can Live With Delivery Cutback - DirectMag.com, February 21, 2010, By Larry Riggs "Given the dire state of U.S. Postal Service finances and the possibility of insolvency, mailer groups were open to the idea of eliminating Saturday mail delivery if it could truly cut expenses." Click here to read more...
03/09/10	Database : Data Prep - Are you ready to support personalized marketing? - Target Marketing Magazine, March 2010, By Renan Levy "While 94 percent of surveyed marketers agree that personalized marketing would result in better performance, only 16 percent of best-in-class companies actually execute one-to-one direct marketing campaigns, according to Aberdeen Group. A fundamental reason for the low rate of implementation is the lack of data quality disciplines and the limited personal attributes on file to support personalized marketing communications." Click here to read more...
03/08/10	B-to-B : When Small Is Big - Four imperatives for smart marketing to small and medium business - Target Marketing Magazine, March 2010, By Ralph Drybrough & Dan Harding "The small and medium business (SMB) market is huge. Almost all of the businesses in the U.S. are in it! But while the opportunity is unlimited, SMB firms also are volatile, nomadic and subject to varied definitions. Thus, our first imperative for achieving greater rewards and reduced risk when selling to this market is:" Click here to read more...
03/08/10	When marketing, travel through the four dimensions of time - DM News, March 3, 2010, By Paul Mandeville "We all know the importance of good timing. But for marketers, timing is also comprised of four dimensions, each of which is critical to the success of your programs. Smart marketers who understand, deploy, test and measure the four time dimensions of marketing can deliver breakthrough results without breaking their budgets. First, a quick overview of the dimensions:" Click here to read more...
03/08/10	Direct Marketers, Catalog Companies: We Can Adjust to Five-Day Postal Week-Still, Many Would Like to See Postal Costs Lowered - Advertising Age Online, March 3, 2010, By Rich Thomaselli "The United States Postal Service's plan to eliminate a day of mail delivery could affect more than $1 trillion worth of business via direct marketing and catalog mailings. But for now those sectors of the industry are preparing to adjust to a new reality rather than preparing protests." Click here to read more...
02/10/10	Data Can Be Sexy - Analytics drives Frederick's of Hollywood's multichannel strategies - Chief Marketer Online, February 1, 2010, By Jean Yves-Sabot "There's no shortage of puns and wordplays that come to mind when thinking about the marketing strategy of a retailer like Frederick's of Hollywood." Click here to read more...
02/10/10	Leading Questions: Chief Marketer's First Prospecting Survey - ChiefMarketer.com, February 1, 2010, By Brian Quinton "As recession ebbs, are marketers on the hunt for new customers? Chief Marketer's first prospecting survey wants to know. It's become an axiom for these cost-conscious times: It's cheaper to retain or reactivate a current customer than to acquire a new one. In recent quarters, marketers have taken that doctrine to heart and worked to optimize the lifetime value of the customers they're already transacting and engaging with." Click here to rad more...
02/05/10	Target Your B-to-B Lead-Gen Efforts by Vertical and Job Title - Target Marketing Magazine, Tipline, January 27, 2010, By Carolyn Goodman "Here's a painful truth: B-to-B lead generation takes a lot of hard work even before you execute any marketing or sales program. Work smarter, not harder, and follow these six steps to make a real difference:" Click here to read more...
02/03/10	Direct Mail Incentives: Are they Worth It? - Direct Magazine, Feb 1, 2010, By Carol Lustig "So? How badly to you want to grow and/or update or your customer database? Yeah, me too. But I just lost a battle that's going to significantly cost me new subscribers. It's a battle that could cost you too." Click here to read more ...
02/03/10	B-to-B Insights : Getting (a Leg Up - Five ways to boost B-to-B direct mail response rates - Target Marketing Magazine, February 1,2010, By Robert W. Bly "I'm somewhat of an anomaly in the freelance copywriting business. I say this because I am one of a small group of copywriters who write a significant amount of direct mail for two distinct and different markets: consumer mail-order marketers and B-to-B lead generation." Click here to read more...
12/16/09	Lucky 13 - A Baker's Dozen of Tips For Writing Winning Direct Mail Copy ChiefMarketer.com, Dec 1, 2009, by Grant A. Johnson "Direct mail is a copy-driven medium. Sure, lists and offers are paramount, but copy is the final part of the mailer's holy trinity. Yet too many unseasoned practitioners skip the copy and go for prettier designs or new formats, and that can be a costly mistake." Click here to read more ...