Finding and properly identifying DM talent remains a critical issue for organizations seeking people who have the necessary skill set to take their programs to the next level.

All talents are essential for generating response. Proper media selection along with a product or service that people will pay for at the offered price and great graphics to stimulate the recipient’s interest all contribute to the successful campaign

got a call from a printer who wanted some input on a direct mail package he was producing. His client had just completed a mailing and was concerned about why his 100,000-package mailing was not performing better.

There is a tendency for non-direct marketers to break out online marketing as something other than a new medium made to order for professional direct marketers. They treat it as a new business genre that highly experienced direct marketers cannot support or contribute to in some significant way.

In her October 6, 2007 New York Times article entitled The Web, Despite Its Promise, Fails to Snare Iowa Voters, Julie Bosman compares the effectiveness of the Internet in the presidential campaign in Iowa versus New Hampshire.

With the enhanced sophistication of today’s multi-channel marketing and loyalty programs, there is corresponding pressure on established evaluation processes.

Misunderstanding the role of direct marketing in the marketing mix severely limits it’s potential as a key part of most any company’s marketing portfolio.