Direct Marketing Guide 2012
Editor’s Note
Juan Martinez
Senior Editor
Direct Marketing News
Emerging digital channels pres- ent exciting opportunities for direct marketers. Brands are
able to interact with, collect data from
and promote products to consumers in
real-time and on the newest technolo-
gies available. The increase in digital
alternatives has inspired a time of
reflection for the industry, as traditional
channels are evaluated and re-evaluated
by marketers whose CEOs demand
consistent ROI across all mediums.
Many in the industry argue that
digital will completely replace print,
and marketers that choose to ignore
the digital future will be left behind by
tech-savvy competitors. Print marketers
have heard these claims before: Email,
television and telephone are the grand-
parents of social, mobile and interactive
TV. However print still remains.
In fact, a December Epsilon study
revealed 50% of U.S. consumers prefer
direct mail to email and 25% of all
U.S. consumers find direct mail to be
more trustworthy than email. Despite
this affirmation, direct marketers
should recognize paper-centric comm-
unications will eventually give way
Table of Contents
to integrated interactions.
For marketers whose communications
remain print-based, it’s important to
note that digital printing technologies
enable higher print volume, and online
lead nurturing tools can help determine
the best targets for print communica-
tions. With postal expenses constantly
increasing and U.S. Postal Service
facility closures imminent, marketers
that place print at the center of their
communications need to know how
to effectively use available mailing
resources and tools.
The Essential Guide to Direct Marketing
tackles these themes and offers a con-
cise, wide-angle plan-of-attack for tradi-
tional, digital and integrated marketers.
The 2012 guide is broken down into
three sections – Print, Analytics and
Tactics – and includes a feature story
written by contributer Dianna Dilworth
that includes practical examples of how
marketers like Coach and the National
Football League successfully married
various direct marketing channels.
Continue the conversation with us and
our contributors on DMNews.com,
on Twitter and on Facebook. n
EDITORIAL
Editor-in-Chief
Carol Krol
Senior Editor
Juan Martinez
Web Editor
Allison Schiff
Copy Editors
Heather Schultz
Maria Manliclic
ART AND PRODUCTION
Art Director
Melissa Mazza
EVP Production/
Manufacturing
Louise Morrin
Senior Production Manager
Michelle Zuhlke
Assistant Production Manager
Dana Weinkrantz
ADVERTISING
(646) 638-6170
VP/Publisher
Joanna Harp
Advertising Director
Jacqueline Gould
Account Managers
Deborah Hartley
Tina Vyas
Account Executive
Juwita Chavez
Publishing Coordinator
Natalie Morales
VP of Audience Development
and Operations
John Crewe
Circulation Marketing Manager
Tracey Harilall
FEATURE
4 Digital and traditional
channels must meet
by Dianna Dilworth
pRinT
8 Mix traditional tactics
and social for results
by Wayne Roberts
10 Why direct mail
marketing still matters in
the digital age
by Dave Scott
10 Insert media offers
revenue stream through
distribution
by Leon Henry
12 Make the most of
your print production
partnerships
by Deborah Simpson
12 Direct mail leaves a
lasting impression with
consumers
by Tom Emmerson
14 Mail tracking demand
by Charley Howard and
Chris Armstrong
AnAlyTiCs
15 Effective tools increase
return on ad spend
by Doug Bryan
16 Digital printing
technology decisions
made simpler
by Debora Haskel
16 Using accurate
data to create a single
customer view
by Beatriz Smith
17 Capturing commun-
ication preferences of a
potential client can increase
new leads and campaign
conversion rates
by Ronen Ben-Dror
18 Using customer
loyalty data to reward
with relevance
by Kathy Grigg
18 The who, where, how
and why of lead nurturing
by Elle Woulfe
TACTiCs
19 Drive revenue with
better lead gen processes
by Dan McDade
20 Streamline postal
production with workshare
transparency
by Truman Pope
20 Do your research and
choose the right Hispanic
call center
by Ramon Rojas
21 Tailor your timed
communication to stay
relevant, boost ROI
by Cynthia Price
22 Direct mail continues
to make an impact in
marketing mix
Marketers Sound Off
CORPORATE
Chairman/CEO
Lee Maniscalco
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