The Whys and Hows of Prospect/Customer Qualification

"Junk Mail" could well be defined as mail that's not relevant. Well, there's still too much junk mail abounding. So being relevant is of increasing relevance. It's in our own best financial interests, in the best interests of our prospects and clients... and in the best interests of our environment.

21 Truths About Generating Qualified Leads

Over the past 35 years, I have been involved in the development and deployment of scores of business-to-business lead generation programs. Here are the 21 most significant truths I’ve learned.

20 Make It or Break It Direct Marketing Questions

Testing is a more important factor in direct marketing success than ever. Why? Increased pressures on revenue expansion while holding expense budgets steady. More rapid changes in the marketplace that can be monitored by testing. Greater choices about media and combinations of media, types of offers, creative strategies and executions

12 Steps to Better E-Mail Marketing

The number is no coincidence. The allusion is, of course, to addiction recovery programs. E-mail is abused by “innocent” people, just as alcohol, drugs and food are. Obviously, e-mail abuse does not bear the same dire consequences.