DM Wrap-up: News from the week of February 2

Majority of Marketers Believe Marketing Needs to Undergo Dramatic Change Marketo and The Economist Intelligence Unit release report highlighting the impact of technology, the importance of managing customer engagement and the role marketers play in setting company strategy. A study of 478 senior marketers and CMOs from around the world …

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5 Cents, 5 Cents, 5 Cents – The Cost of Being Different

When it comes to direct mail in Canada, 5 cents represents the following: 5 cents – the difference between Standard Machineable and Non-machineable Addressed Admail 5 cents – the amount you can save by conforming to the machineable specifications 5 cents – the cost of being different It is interesting …

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2015 Canadian Direct Response Outlook: The Year of Digital Disruption

By Pippa Nutt Now that another hectic holiday season is behind us and we have ushered in the New Year, we can’t help but wonder what 2015 has in store for the world of Direct Response. If the last quarter of 2014 is any indication, it does appear that the …

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Changes to the marketing industry create new opportunities for agencies to redefine their role, says Deloitte

New survey finds gaps between what marketers need and what agencies are delivering Marketing functions have changed significantly over the last five years leaving a gap between what marketers need and what is delivered, according to Deloitte’s Relationship Reset: Chief Marketing Officer (CMO) Survey released today at FFWD Advertising and …

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Marketing with newsletters

Back in the 90’s it was a cumbersome process trying to get a Publications Mail agreement. Then one day – BOOM – virtually anything could be a “pub” (Publications Mail). The word of the day was, “If it looks like a pub, smells like a pub, it is a pub”. …

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The new reality – using direct mail to enhance your email programs in the CASL era

TARGETING & ACQUISITION  |  The new reality – using direct mail to enhance your email programs in the CASL era  By Dave Ward It might be an understatement to say that email has become a powerful marketing tool. In the mid-to-late nineties, text-based email was plain and rather boring. But …

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Big challenges, big opportunities

TARGETING & ACQUISITION | Big challenges, big opportunities CASL and Canada’s business list industry  By Steve Slaunwhite   You’re a marketer, not a spammer. You want to continue to reach your target market via email, but – through no fault of your own – CASL issues have decimated your lists …

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Direct mail is alive and well

TARGETING & ACQUISITION | Direct mail is alive and well Images: noble-insurance-house-summer.tif; noble-insurance-house-winter.tif Direct mail is alive and well Perhaps working better for some than others  By Dave Ward Direct mail is not dead, the tombstone has not been erected and the eulogy is far from being written. Yet, some …

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Improving your single most important analytic

TARGETING & ANALYTICS | Improving your single most important analytic The importance of customer segmentation to business strategy By Brian Jones Segmentation in its simplest form is about putting customers into “like” groups. It’s truly one of the most powerful analytics. At the core of its strength is its ability …

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Acceptance makes good small business sense

OPERATIONS & LOGISTICS | Acceptance makes good small business sense Large majority of Canadian merchants accepting credit cards say benefits outweigh costs By Kevin Gonyea The Canadian economy is built on a foundation of small businesses, and contrary to some suggestions, small business owners and operators who accept credit cards do …

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