This may sound like a pittance, but in energy conservation circles which generally see buy-in on the kind of one-in-a-100-at-best scale of direct-mail marketing this was a huge victory.
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Always on the lookout for opportunities, Gheorghe chatted up one of his limo passengers, Andrew Saxe, who turned out to be the head of a small company managing direct-mail marketing lists.
Long before competitors caught on, Wren started putting Omnicom into less glamorous operations--direct-mail marketing, public relations, even, most recently, a company that provides crisis management and executive-protection services--to provide revenue during the inevitable dips in the ad business.
"Branded media, context-based marketing, direct mail, preference-based marketing (agreeing to get ads via e-mail) it's what people are missing, " says Killen.
Research by the Direct Marketing Association and e-mail marketing firm Experian showed that 26% of marketers are confused about the new directive and do not know what impact it will have on their business.
The SIIA white paper says software sellers manipulate the rules of Internet auction sites to obtain e-mail addresses of bidders on software, creating a direct-marketing channel.
Direct marketing involves using mail-shots and catalogues that go straight to the customer.
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The response rate for banks is less than 0.5% for every 100, 000 offers mailed, or about half the direct-mail industry average, according to the Direct Marketing Association.
Lowe's is now planning to supplement its TV and newspaper marketing pitches with more efficient direct-mail campaigns.
Last summer, Matt and Julie McCord opened Welcomemat Services, a marketing and technology strategies company that provides direct-mail to new residents.
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Instead of relying on inefficient direct-mail campaigns like most magazines, Clermont, 37, waged his marketing campaigns on the Internet.
AdWords is getting Lindland three to five new orders a day, so he continues to do traditional public relations and marketing, like e-mail and some direct mail.
Working with the Direct Mail Marketing Association, Mr. Edelman's firm created an opt-out program that helped quell growing objections about junk mail.
The Direct Marketing Association keeps a list of those who sign up at its site to opt-out of direct mail.
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