How to find your best prospects

BY: MARY LORENCZ

Here at Deliver we don’t generally write “how-to” stories. Some of us are lucky enough to have resources to tap into and they make our ideas happen. Of course, some of us are more the DIY kind. But because we’ve received …

Consumers use mail to help run their households

BY: BARBARA SCHMITT

Pity today’s busy consumers. Overburdened by work, family and life in general, where can they turn for help in managing their households, saving money or finding new products? To the mail. Surprised?

A 2004 United States Postal Service® study …

How companies can successfully promote their new brand

BY: SCOTT SMITH

Federated swallows up other department store chains. Procter & Gamble acquires another consumer products company. The wireless phone industry is consolidating. Merger mania is in full swing.

Of course, sometimes the easiest part of the process is inking the …

There’s an old adage in the business world that goes something like: The purpose of a business is not to make a sale, but to make and keep a customer. Too bad no one’s listening.

For all the talk about improving loyalty and building “relationships” with customers, marketers seem to be …

BY: SHIRA G. GOODMAN, Staples EVP, Marketing

Staples was founded on the vision that direct marketing is a critical part of the marketing mix. This goes back 19 years, to when direct marketing wasn’t nearly as relevant, especially for a retailer. Direct mail is a very rich …

Customized mailers help John Deere boost sales

BY: CHRISTINE HANSEN

In 1837 blacksmith John Deere adapted his products to Midwest farming conditions by developing the first commercially successful self-polishing steel plow. Nearly 170 years later, that ability to adapt to changing conditions is helping the company’s marketing.

That same flexibility helped …