Several issues ago I raised what has turned out to be a fairly controversial issue. That of dishonesty in our industry.

I have had a number of comments from readers about whether my concern over letter shops and other vendors is justified. There was a theme in the comments that we should only be working with vendors that “we trust.”

My response to that is that I started out trusting my vendors...but have learned the hard way that I must take precautions to ensure that my trust is warranted.

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Since the advent of the Web, an interesting phenomenon has occurred: It has become more difficult for marketers to accurately track the response from their mailings.

Many multichannel marketers have as many as 50% of their orders untracked (I have one client who's untracked orders looks to be up to 70%). Most marketers will be in the 30% to 40% range.

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Over 40 million Americans will move this year. And of those, a startling 35% will not complete a change of address form with the post office.

That means if you rely on National Change of Address (NCOA) data to update your mailing list, you are going to miss more than a third of your bad addresses every year.

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Thrilling Results! Amazing ROI! Rip Roaring Response Rates!

Why your company should look into 3D direct marketing!

When you've got a high margin product to sell to a small group of hard-to-reach executives or very wealthy prospects, very few marketing techniques work as well as 3D direct mail.

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