Month: November 2008
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Clever, But Not Urgent Enough
My readers might be puzzled that I’ve chosen an ad I deem for this issue’s makeover. But I think of this column space as a workshop where we look at selected
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The Obfuscation Situation Or, here’s to mice-type
I have a love/hate relationship with Vanity Fair. And I’m hooked on HDTV. What’s the parallel? The Obfuscation Situation. Vanity Fair has elements we
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Agencies
Game Changer: How to Make Sense of the Intelligent Mail Barcode
Nearly 60% of the 212 billion mail pieces the U.S. Postal Service processes annually is direct mail. But with countless millions of people moving each
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Do The Math
Loyalty Builders’ mathematician Bill Vorias offers a hypothetical example of how a lowered confidence-level requirement can work.
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Agencies
How Louche of You: DM Copywriters Should Choose their Words Carefully
Until this year’s political campaigns, who ever heard or read the word or referring to public reaction to a campaign promise by just about anyone running
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DRTV Energizes Solar Campaign
Power-Save Technologies has pulled in more than 10,000 leads for home solar energy systems thanks to a DRTV campaign that began this summer. The effort
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The Case Against A/B Splits
As multivariate testing takes off, the dear old A/B split is losing favor with statisticians.
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Agencies
The Malted Milk Mailing of 1895
It may be hard to believe now, but malted milk was once thought of as a medicinal product. And that’s the way it was marketed by Horlick’s Food Co. of
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Scaled-Down Testing: Tips for DMers with Small Target Audiences
Business-to-business direct marketers find it hard to test, and for a good reason: B-to-B campaigns are complicated, with multiple touches and long sales
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Three Rules for B-to-B Testing
Small test targets aren’t unique to B-to-B markets, but the following principles reflect the realities of business DM’s complex sales environment.