A statistic popped out of the Internet the other day (statistics have a way of doing that on the Internet) that showed that direct mail and direct marketing spending by advertisers was up almost 5% in 2011. Up? Wait a second, I thought direct mail went the way of the dinosaurs and all the money [...]

You bet they are – and if done correctly, direct mail really works. But forget about sending out a coupon every few months or mailers that are addressed to, “occupant.” They’ll hit the trash faster than you can say, “I just wasted a ton of money.” But the more sophisticated direct mail pieces are working [...]