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Data Strategy Forum Brings List Community Under One Roof

April 19

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On May 9th, list professionals will be convening once again, but instead of heading to the List Bazaar, they are all coming down for the new and improved Data Strategy Forum. The name change reflects the changes in the industry. Certainly, for a long time now, we have been working with more than just mailing lists. What we now deal with is information, otherwise known as data. The Data Strategy Forum will address all types of data. The attendees are a nice mix of brokers, managers, agencies, co-ops and mailers. With the name change and the expanded focus, our audience should be larger and more diverse than ever before. For the list community, this is a one-of-a-kind opportunity to network with your clients, peers and future ...Read more


Monthly or Bust: Creating a Sustainer Culture

April 7

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  On his very first day as membership director, Dane Grams strove to make monthly donors the centerpiece to the Human Rights Campaign’s (HRC) sustainer strategy. Why? Well, as he convinced the HRC development team—and now the audience at the DMAW Lunch & Learn: Sustainer Recruitment and Engagement event—monthly sustainers give the most money over time. During his presentation with National PTA’s deputy executive director Karin Kirchoff, Grams used his experiences at HRC to demonstrate how growing your donor file and retaining them can be accomplished on the first ask—by getting them to sign up for monthly contributions. “[Sustainer givers are] more loyal, build stronger relationships, provide a solid ...Read more


2017 Data Strategy Forum (Formerly List Bazaar)

April 4

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  The annual gathering of list professionals started in the mid-1980s as a way to exchange and market mail list information. We didn’t have web sites, emails, Mail Chimp or any online capabilities to share our lists.  Word of mouth…it was as simple as that! But, in recent years, we have been doing much more as a group. DMAW has hosted a forum already for several years known as the List Bazaar, where we discussed data and strategies. We would talk and share information about our various kinds of data—how we collect, develop, maintain and analyze it in some fashion to achieve our goals. Why the name change?  It is relatively easy to see why the List Bazaar name has been changed to Data Strategy Forum.  Most ...Read more


IP Targeting Brings Digital and Mail Together

March 22

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  How would you change your next direct mail campaign if you had access to the IP address that matches your prospect list? It’s a question many direct mailers now face. With increasing sophistication and relatively new technologies, you can harness the best of targeted digital and direct marketing. What are my choices? Before we share a few strategies, let’s understand some of the options available to marketers using IP targeting. The first—and most widely adopted—method is using cookies to capture visitor traffic and synchronize that data with your prospect file and retarget. Effective, but this requires a prospect to have visited a digital property to qualify. Second, and the most seasoned option, is ...Read more


Oyster Folds, Pixie Dust, and Lenticular Motion, Oh My! at the IFIT Forum

March 10

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If you were in the audience of the 2017 DMAW Innovative Formats Integrated Techniques (IFIT) Forum on March 7th in lovely Arlington, VA, you know what I mean when I exclaim, “What a buffet of ideas!” The presentations kicked off promptly at 9:00 am with introductory remarks from the ‘time captains’ and brilliant co-chairs Shannon Murphy and Elise Buck.  The audience, of over 100 attendees, ran the gamut of experience level, but I’m certain everyone took home a nugget of brilliance in addition to a folio full of formats, techniques, and other goodies provided by the presenters and sponsors.  Everyone said they were taking the fun samples for their children or friends, but I think they’re keeping them.  Did you get a ...Read more


Brainstorming new ideas for your next marketing campaign?

February 23

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Here’s a sure fire way to gain some competitive marketing intelligence: one word – IFIT. Because if you’re interested in learning what’s new, unique and working in digital, mobile, and direct mail – you need to get March 7th on your calendar – pronto. The DMAW Innovative Formats Inventive Techniques (IFIT) Seminar brings suppliers, manufacturers and marketers like you together in a one-on-one setting—with presentations from the industry’s top suppliers. According to IFIT Co-Chairs Shannon Murphy and Elise Buck, this seminar is a great resource to anyone, both new and veteran, in the industry looking for the latest techniques in direct marketing. This is the fourth year that Shannon Murphy and Elise Buck are ...Read more


Direct Marketing 101: Mail is Not Dead

February 17

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You are important. You matter. When push comes to shove, you’re the one that will make a difference. A bit over the top perhaps, but do you feel engaged right now? If so, the piece of advice I’m following from DMAW’s Direct Marketing 101 event has worked—use ‘you’ liberally and make your audience a part of the message. That’s my terrible segue into what was a full day of learning and marketing know-how at the annual DM 101 program. It was a star-packed panel of marketing professionals that addressed the room in downtown D.C., including Mina Stanard on creative, Jeanette Cassano on lists, Lori Barao on data, Vicky Clark on production, Robb Wanner on caging, Julie Wilson on data analytics, Amy Vanpouille Padre on ...Read more


Image Optimization for SEO

February 13

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Image courtesy of Stuart Miles at FreeDigitalPhotos.net Whether you write articles for your blog or have a small business website, it's important that each page has some sort of image included. Images are a great way to introduce your message, make your blog post more memorable and even add color to your blog. One of the best parts, however, may be the SEO value that images have if your images are uploaded correctly. Images placed within a post can help your search-engine efforts if you abide by the following rules: 1. Choose the Right File Name Optimizing your images for search engines will first start with the file name. This name is the first thing search engines will look at. You're going to want to let the search ...Read more


A True Peaceful Transfer of Power

January 31

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On January 24th the Direct Marketing Association of Washington (DMAW) held its annual meeting at the SEIU Conference Center. The first order of business was the peaceful transfer of power from the 2016 Board of Directors to the 2017 Board which includes 22 members. And of course, Past President Cheryl Keedy peacefully passing the gavel to the 2017 DMAW President Eric Rardin – who promised his administration would refrain from basing any decisions on “alternative facts.” The highlight of the evening was the humorous, informative, and highly entertaining, James Bond oriented presentation by famed economist Anirban Basu, Chairman & CEO of Sage Policy Group. Mr. Basu is also chair and advisor to several organizations and ...Read more


Direct Mail Copy for Skimmers, Swimmers and Divers

January 18

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Direct response copywriting is a combination of art and science. There are thoughtful reasons behind the techniques, phrases and structure of the copy used in different media, as well as the way it’s formatted. It all begins with knowing that people consume information in different ways and that copy will be seen by very different types of readers. Take direct mail for instance. There are three audiences — skimmers, swimmers and divers. Skimmers do just that — they skim a package very quickly to find out if it’s relevant or interesting to them. They only read the headlines and call-outs. Swimmers take slightly more interest, looking deeper at more of your package, taking in headlines and call-outs, but also ...Read more