Direct Marketing News

The stack of misdelivered mail on an apartment lobby table might be one of the most expensive mundane objects in America

Editor’s note: This article references and builds on Al Urbanski’s original DM News article, “‘Return to Sender’ Is Still High on Mailers’ Playlists,” published June 18, 2015. It was updated in June ...
Direct Marketing News

The most honest question a team can ask before running an experiment may be: are we actually willing to be wrong here?

Tension: Teams invest in A/B testing to learn, yet design experiments that only validate what they already believe. Noise: The volume of testing advice prioritizes speed and statistical significance ...
Direct Marketing News

The way a company treats its best existing customers isn’t always as strategic as the energy it puts into chasing new ones — and that imbalance can quietly cost a lot

Tension: Marketers overwhelmingly endorse account-based marketing in theory while their organizations remain stuck in legacy demand-generation habits. Noise: Vendor hype and buzzword saturation have ...
Direct Marketing News

Sometimes the most interesting thing a brand can do isn’t outspend everyone else — it’s become the one people actually want to hear from

Tension: The advertising industry celebrates branded content in theory while ignoring companies that actually commit to becoming publishers. Noise: Trend cycles around “brand storytelling” and “native ...