Tag Archives: direct mail

2 LLCs and an SFDU: A Merge/Purge Fail

Posted on Tuesday, 17 October 2017 8:23 am by markpilip

A couple of days ago, I was reminiscing about a great piece of direct mail I received last year. Yesterday, I received the opposite. This falls under the category of a merge/purge fail. As you can see here, there are … Continue reading →

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Re-Seal the Deal: Category Repurchase

Posted on Tuesday, 10 October 2017 8:17 am by markpilip

Three years ago today, I wrote about a great piece of direct mail I received from a local driveway sealer company. The piece had everything needed to make a purchase decision: a great offer, strong call to action, and perfect … Continue reading →

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Decent Direct Mail

Posted on Tuesday, 13 June 2017 7:20 am by markpilip

Every once in a while you get direct response that’s properly targeted. It restores my faith in humanity, even if the direct mail piece isn’t technically the best I’ve ever seen. Continue reading →

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A Loyalty Program Retort: British Airways

Posted on Wednesday, 31 May 2017 9:20 am by markpilip

“When you pass the football, three things can happen. Two of them are bad.” This quote has been attributed to Woody Hayes–probably incorrectly–Darrell Royal, Chuck Mills, and several other famous football coaches. It’s stuck with me over the years, particularly … Continue reading →

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Rediscovering Direct Mail

Posted on Thursday, 13 November 2014 10:16 am by markpilip

I get a kick out of articles like this one. The BBC author appeared surprised that A/B testing for marketing was invented–I’d say perfected–in direct mail. I guess us old dogs are responsible for some “new” tricks after all! Takeaway: … Continue reading →

Posted in Direct Response, Marketing | Tagged , , , | 2 Comments

Seal The Deal With Good Direct Mail

Posted on Friday, 10 October 2014 11:45 am by markpilip

Most direct mail these days stinks. Yes, that means the stuff your company is sending me. Generally it lacks: A strong offer Segmentation Good merge/purge I get too much mail in blank white envelopes without anything interesting on the outside. … Continue reading →

Posted in Analysis, Data, Direct Response, Marketing | Tagged , , , , | 2 Comments