Pinnacle Lists’ Blog
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How will Obama impact direct marketing world?
Since the Presidential election, I have been contemplating how Barack Obama’s election will impact on the Direct Marketing industry. I am wondering if he will have positive or negative impact. The reason I am stating this is because his campaign has been very citizen focused vs. corporate focused. So, if he honours his commitments to the citizens, then he may start to look more closely at privacy issues. This would most certainly have negative ramifications on the industry. If, however, he is looking for ways to stimulate the economy and inject some new changes, then he would need to look at ways to support our industry since we are an important component of the communication highway. I would be interested to hear some other thoughts around this.
Does Multi-Channel Direct Marketing work?
November 20, 2008 at 12:58 pm · Filed under Direct Marketing Comments and tagged: multi-channel direct marketing
Good question! It really depends on the quality of the list. I have had numerous clients run a postal, telemarketing, and email campaign from the same vendor, and typically were not satisfied with the email outcome. The issue is typically how the data was pulled. If it was pulled from a survey or from a trade show, then quite often it is not current. This is why I tend to prefer to go to one vendor for postal and phone data and to another vendor for opt-in permission based email because then you are dealing with vendors who specialize; and the data in their specific niches tends to be superior. The other issue, is that with opt-in email, it is truly beneficial to run more than one broadcast. I typically recommend at least 3 spread out over a period of 2 to 3 weeks.
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