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SAVING THE DATA: A Bazaar Concept?
By Michael J. Koziarski II, Account Associate, NOVA List DMAW’s annual List Bazaar was held in June at the Gannett Conference Center in Tyson’s Corner, VA. As a seasoned veteran, having had 3 whole weeks of experience, it was my first time attending this event and I found it both engaging and surprisingly entertaining. The…
Read MoreBeing Recognized by DMAW
By Hal Malchow Direct Marketing is a magical profession, a beautiful blend of the science and art. My firms were always known for winning creative awards but what made me most proud was bringing science to the process and being the first firm to model and mail voter lists on a large scale. The lessons…
Read MoreDon’t Test This … Test That!
by Stephen Godbout Just as last week’s torrential rains gave way to brilliant sunshine, Tiffany Neill of Lautman Maska Neill & Company broke through the morning clouds with none other than Tom Gaffny, copywriter and consultant extraordinaire for DMAW’s first Wake Up and Learn of the year. It was a who’s who of direct marketing…
Read MoreDM201: Take the Next Step in Your Professional Development
by John Spencer When modeling analytics met Big Data it was a heaven match. The marriage of the two has led to incredible advances in direct marketing technologies and efficiencies. And, while marketers rejoice in the smarter use of their ever-tightening budgets, the real winners are consumers. Let’s take a big step back in time. In…
Read MoreMultichannel Attribution
by Brenna Holmes Conversion, whether through purchases, donations, or email sign-ups, is the ultimate goal of every direct marketing campaign, and our ability to increase conversion rates is predicated on our capacity to understand the factors leading to successful conversions. Last-click attribution once was the measure of choice online. However, giving sole credit to the…
Read MoreSo Many Tests, So Little Time…Energy…Money
by Tiffany Neill As direct marketing fundraisers we’re always asking, “is there a better way to do this?” And so we test. Everything. All the time. We test the color of the outer envelope, the teaser on the direct mail package, the subject line of the email, the content of the letter, the color of…
Read MoreAcknowledgments: Your Gift to a Donor
By Jason Lucas on behalf of Chapman Cubine Adams + Hussey Saying “thank you” is common courtesy. During DMAW’s March 20th Lunch and Learn event, Robin Riggs, Chief Creative Officer at LW Robbins, stressed the importance of conveying sincere gratitude in acknowledgment mailings. In the direct marketing industry, two “R’s” — recruiting and retention —…
Read MoreBuilding a Strong Foundation on DMAW’s Direct Mail 101
By Grace Finn I am new to fundraising. In fact, prior to two months ago I had never solicited funds in my life. Luckily, there were quite a few of us in the audience who were just now entering the world of direct Mail. But I was keen to learn about the art and science…
Read MoreLearning From MAXI Excellence
By Stephen Godbout It’s MAXI Season and time to start looking at the winners, which can be as simple as a postcard … or just the right combination of message and integration … or an astounding 21,500,000 email campaign with a mere 0.14% unsubscribe rate. That’s what we learned last Thursday at DMAW’s “Case Studies…
Read MoreDMAW/EF Professor’s Institute 2014
What entices twenty-nine Marketing Professors from sixteen different Universities to brave ‘Polar Vortex 2014’? Why would anyone (especially well-educated professors) give up vacation time to convene for a two day conference… especially the week before classes begin, in temperatures well below the freezing mark? They’re crazy! You might guess. If so, you’re right. We are…
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