USPS Deliver: a magazine for marketers
Manage Deliver account
UnsubscribeMy Account

RSSAll Feeds

Columns

“Columns” showcases opinion pieces from the Delivermagazine.com staff and marketing industry leaders. Each week, this section crackles with cutting-edge ideas and insights from some of the brightest minds in the business.

Canon USA Mixes Direct Mail, Webinars and Social Networks to Win New Customers

November 2, 2009

Printer manufacturer blends in-depth messaging tools to stay on top during flat economy

By BRUCE BRITT

Since its 2007 launch, the Canon imagePRESS® C7000VP digital press has earned raves and awards from printing professionals worldwide. But in the shadows of fierce competition and a historic economic downturn, …

Lumpy Mail: An Engine for Lead-Generation

September 30, 2009

By Steve Cuno

There’s nothing quite like a box or bulging padded envelope in the mail. It makes your inner child hop up and down, tug your sleeve and ask — nay, nag: “What’s inside? Huh? HUH? WHAT’S INSIDE?” This happens even when the package contains something you ordered. The …

How Vampire Bats Offer Lessons In Loyalty

September 23, 2009

By Steve Cuno

By the time I finished college, I had worked for three major department store chains. Each claimed to have originated the policy “Satisfaction guaranteed or your money back.” They also alleged that naysayers shook their heads at the then-new policy, predicting that widespread public abuse was sure …

The Hidden Power of Direct Mail

September 16, 2009

By Steve Cuno

Never invite me to a cocktail party. Since a customary icebreaker is to feign interest in what the person you just met does for a living, you would place each of your guests at risk of having to hear me rhapsodize, ad infinitum, about the virtues of …

Measure Success, Not Just Reach

September 4, 2009

By Steve Cuno

Quick! Name a car introduced in 1958 that was a commercial failure.

Most people, including those born years later, can answer the question without a hint. (Like, say, it was named after the company founder’s son, and it sort of rhymes with “pretzel”).

Fifty years after its …

If Everything Was This Easy

August 10, 2009

This direct mail piece introduced to the laboratory segment a new product that featured unparalleled ease of use and trademarked One Click functionality. The campaign, a follow-on to a previous product launch, used subtle humor to create awareness. Titled “One Click Wonders,” the mailer was sent in a silver glamour …

subscribe »
Small pic of magazine samples
Sign up to receive our print version of Deliver.
Sign Up Now
Download current and past magazine issues in web format
Stay Updated »
Sign up for the Deliver e-mail update
Stay Updated Privacy Policy