So you’ve read about how direct mail’s made a big comeback and you figured you’d give it a try. Just like that, you were out several thousand dollars without much to show for it. The whole campaign was a giant fail. Surely, this modern direct mail is a sham.

In an effort to garner the best results for their clients, marketing agencies continuously pitch new ideas and tactics. Whether in the name of brand awareness, lead generation or sales enablement, clients want a return on their marketing investment. Are you recommending one of the best channels for prospect engagement and ROI?

Outreach and fundraising is critical to the success of any nonprofit. The livelihood of your organizations depends on your ability to engage potential contributors. Though the focus of many organizations is online marketing, direct mail still stands out as an effective tactic.

You probably know what "Smarketing" is by the professional definition, "sales and marketing working together." My take on it is a bit different. I think "Smarketing" is more simple than that, it's just "smart marketing."

When it comes to marketing, there’s never been a single, universal solution that works for all businesses. Even within specific channels, no one tactic or plan will work perfectly for all marketers. Your objectives, your audience, your mailing list (or lack thereof), and the type of content you’re including in your mailers are all variables that will determine what kind of direct mail will be most effective.

Thanks to a number of different factors, direct mail has become one of the most engaging marketing tactics. One of those factors – technological advancements – has given marketers incredible control and flexibility to best connect with their prospects and customers. From customization and personalization to targeting and automation, direct mail is nothing like it was in its “heyday.”