Q&As

Testing is critical to success in direct mail. And of course, the same theory applies online. The Web is extremely conducive to testing from both cost

WE’VE ALL GOTTEN them. Some of us, to our vexation and bewilderment, have produced them: e-mail marketing newsletters that fail to keep recipients opening

WHEN A NEW WRITER ENTERS the copywriting game, he or she studies the masters to see what they did and how they approached their prospects. When I started

The last time Larry Kimmel sat down for a lengthy interview with Direct was in March 2001. Today the world is a much different place, not only for global

The New England-New York rivalry plays out regularly on baseball diamonds and football fields. But online, who wins? We spent some time perusing the sites

EVERYBODY’S CHASING SMALL businesses. On the user side, research suggests that anywhere from 50% to 80% of all online searches may have a local intent

FILE THIS ONE UNDER largest spam-related judgment ever that was completely ignored. The Spamhaus Project is thumbing its nose at an e-mail marketer who

More than 106.5 million people or about three out of every five U.S. Internet users streamed or downloaded video during July, according to a recent study

ARE YOU ACTING JUST LIKE most other small businesses out there? Do you ignore or fail to communicate to your existing customers often enough? I’m not

WHAT MAKES YOU tick? That’s a question that drives Laura Lang, president of Boston-based Digitas. My MBA from Wharton was in finance, but as I looked