Posts Tagged ‘Direct Marketing Association’

The most powerful free marketing tool ever offered on the Internet

Tuesday, March 9th, 2010

NextMark’s new and improved Mailing List Finder tool has been getting some rave reviews. People are liking the media planning and strategic marketing insights it provides. Reviews don’t get much more positive than this one:

“This is the most powerful free marketing tool that I have ever seen offered on the Internet.”

Wow. Can’t beat that!

The List Finder is getting noticed by more people every day. National Public Radio has called it the Google of Mailing Lists and the Direct Marketing Association gave NextMark the Future Innovators Award for creating it (among other things).

Have you tried the Mailing List Finder? I’d love to hear your feedback. Better yet, post a review on your blog 😉

Turnaround tools for List Brokers and List Managers @ DMA09 conference

Thursday, October 15th, 2009

Necessity is the mother of invention. In a slow economy (will it ever end?), innovation is critical to survival. At DMA09 booth #1930, NextMark will be showing off its latest turnaround tools for List Brokers and List Managers, including NextMark Select. Here’s a sneak preview video:

For more information and live demonstrations, visit NextMark at booth #1930. See you in San Diego!

DMA09 Visit NextMark #1930

Monday, October 12th, 2009

NextMark will be presenting and exhibiting at DMA09.

NextMark provides information and technology that powers the market for mailing lists, and makes it easier for you to buy mailing lists, sell mailing lists, and learn about mailing lists.


NextMark and marketing INFORMATION network (mIn) have been serving the list industry for 10 and 20 years respectively. Thousands of list brokers and list managers use NextMark every day to help their clients with effective and profitable new customer aquisition.

Visist our booth #1930.

Learn about the following products and services that make it easier for you to effectively reach your market.

Mailing Lists Search Tool (free):  search over 60,000 mailing lists from 700+ sources.

Professional list brokerage system: a fully intergrated online contact management, mailing list research, competitive analysis, and order processing system.

Contextually targeted list advertising:  place relevant list titles at the very top of the search results (over 60,000 lists) every time a broker or mailer runs a search.

Search engine optimized (SEO) data card web site:  integrate NextMark data cards with the list manager’s web site, and gets them noticed by search engines for better placement on Google, Yahoo and Bing.

Stop cold calling for list sales:  bid on leads by market category, capture more inquiries from your managed list titles, and calculate the ROI from start to finish.

Connecting data cards with data:  connect data cards with the source data at the service bureau for automated updates in real-time. Create high definition list profiles and enable counts directly from the data card.

Stop by and you’ll be glad you did!

Important Fact:  Experts agree at least 40% of direct marketing success depends on mailing lists.


NextMark chosen as a finalist for DMA Future Innovators Award

Thursday, October 1st, 2009

DMA Future Innovators Award

Great news! NextMark has been chosen as a finalist in the Direct Marketing Association’s inaugural Future Innovators Award. According to the DMA, “This award recognizes the innovative advances being made in the field of marketing.”

“Today’s marketers, faced with unique challenges, are experimenting as they strive to rebalance. Recognizing that unexpected changes foster ingenuity and creativity, and that experiments usually garner surprising results, DMA’s FIA awards are now showcasing and rewarding those outstanding achievements. The awards will be presented each year to suppliers of new products or services exhibiting at DMA’s annual conference that are deemed the most influential and having improved the global marketing community in the previous year.”

Other finalists for the 2009 Future Innovators Award include:

  • BLI Messaging
  • City Twist
  • Epsilon
  • Experian Marketing Services
  • FirstData and Visant Marketing Services
  • FreshAddress
  • Global-Z International
  • Harte-Hanks
  • Neustar
  • Portrait Software
  • Propco Marketing
  • Unica Interactive Marketing

Some great companies in the running and the competition is sure to be fierce.

According to the DMA in annoucing the finalists, “The response to this new award was staggering, and the excitement and enthusiasm it generated beyond even our expectations. The DMA is delighted to be presenting the awards at its annual conference, DMA09, at the San Diego Convention Center, San Diego, CA, at a special Awards presentation ceremony on Sunday October 18 at 5:00 pm in the Exhibit Hall by booth #1147. We hope you will join us to celebrate with the winners and we look forward to seeing you there.”

Please wish us luck in the finals! If you are going to the DMA09 conference, please stop by our booth #1930 to say hello.

How Banks, Marketers Aid Scams… and how they prevent it

Wednesday, July 1st, 2009

Today's Wall Street Journal includes a story "How Banks, Marketers Aid Scams" that tells how common business practices may help scammers. Although the story mentions some of the controls in the mailing list business, it fails to mention most of them.

The common public perception of mailing lists is that personal information is being freely traded without any controls. Nothing could be further from the truth. In fact, you'd be suprised how many controls are in place to prevent inappropriate use of mailing lists. Here are a few:

  1. Mailing lists have well-established opt-out or opt-in policies to give individuals control of their inclusion on a list
  2. Lists are typically "rented" or "exchanged" for 1-time use (versus purchased for unlimited use) – this prevents overuse
  3. List rentals require list owner approval as part of a formal clearance process – this prevents mis-use
  4. Getting approval requires samples of your mail piece or telemarketing script – this prevents inappropriate use of the list
  5. Professional List Brokers and List Managers typically act as intermediaries on transactions and will stop fraud in its tracks to protect their clients and their livelihood. Many maintain black lists of unethical mailers to aid in this process.
  6. List rentals require a formal list rental agreement (LRA) that restricts use of the mailing list to the purpose set forth. This contract prevents misunderstandings and adds formal accountability to the process.
  7. List rentals are "anonymous" – the buyer never takes possession of the list. Instead, a trusted 3rd party service bureau handles the data - this prevents stealing of mailing lists
  8. Lists are seeded to ensure that the use of the mailing list complies with the agreement. Mailboxes are set up to receive the mailings/emails/calls and these are tracked – this prevents mis-use.
  9. Members of the Direct Marketing Association abide by a Privacy Promise and Code of Ethics.

NextMark's technology enables these controls and more that give consumers better protection. At the same time, NextMark enables organizations to reach their market directly with highly relevant communications (by weeding out people who consider their communication "junk mail" or "spam").

Of course, list owners aren't required to use NextMark, join the Direct Marketing Association, or go through the list broker/list manager channel to sell their list. But the ethical list owners, such as The Wall Street Journal itself, and their list managers will follow this protocol to prevent mis-use of their data and to protect consumers.

More attention needs to be paid to unscrupulous list owners and marketers who don't follow the rules.

Rate the DMA on LinkedIn

Friday, April 10th, 2009

The Direct Marketing Association (DMA) was founded in 1917, and currently represents more than 3,400 companies in the United States and 48 other nations. NextMark and many of our clients are also DMA members. The organization "advocates for responsible marketing and promotes relevance as the key to reaching consumers with desirable offers," as noted on their web site.DMA LinkedIn Poll With 40 percent of a campaign's success dependent on choosing the right lists, it is clear that targeted list research is an important part of the direct marketing process. So how are they doing with the list side of the business?

I decided to conduct a quick poll on LinkedIn to find out what marketing services providers are thinking on the subject.

When I walk the aisles at the DMDays conference each year, I see dozens of list companies lined up with innovative solutions for helping mailers with new customer acquisition; and I know they paid good money to be there. Let's see what they think and how it might be paying off.

Not a member of the NextMark group on LinkedIn? Click here to join.

San Francisco passes first ‘Do Not Mail’ law

Thursday, April 2nd, 2009

As reported in DM News, Fox Business, and others, San Francisco became the first American lawmaker to pass a "do not mail" resolution. Although non-binding, the measure that passed by a 9-2 veto-proof majority in the San Francisco Board of Supervisors calls for the creation of a do not mail program.

The Forest Ethics Council was "unbelieveably pumped" about the decision. Meanwhile, the Direct Marketing Association and its Mail Moves America coalition was "disappointed that the committee would endorse an action that would hurt small businesses and destroy jobs."

I've got to believe there's some middle ground here. It's not that people want "no mail." They just want better control over the mail they get. They call it "junk mail" because they don't want it and feel powerless to stop it. But they want to continue getting catalogs and other mail that is relevant and interesting.

A "do not mail" program is a blunt instrument that serves nobody well. Can't we put some bright minds together to give people control over their mailbox without further destroying the economy?

Needed: Direct Marketing Operating System

Wednesday, November 19th, 2008

Direct marketing is perhaps the most powerful form of marketing available today. The Direct Marketing Association states that "each dollar spent on direct marketing yields, on average, a return on investment of $11.69, versus ROI of $5.24 from non-direct marketing expenditures" in its 2008 Power of Direct Marketing report.

Need more proof? Look no further that Barack Obama's recent presidential campaign. His successful campaign "rewrote politics" because he tactically outmaneuvered his opponents by reaching voters quickly and directly through direct marketing — particularly through postal mail, email, and texting — instead of slowly and indirectly through mass media.

This direct marketing is powerful stuff. Why doesn't every organization use it to reach their market? Because it is difficult and expensive. It's a complex manual process known only to industry insiders.

To illustrate how complex direct marketing can be, here's a diagram of the process to obtain a single mailing list:


There are 36 manual steps to this process! Now imagine that you are running a campaign where you are renting 10 outside lists, merging them with a house file extract, printing 200,000 pieces, putting these addresses on them, and putting them into the mail. That's hundreds of manual steps! And a lot of delays and opportunities for mistakes.

With all this complexity, it's a wonder we get any mail out at all. But we do and that's a testament to the hard work and diligence of the vendors serving the direct marketing channel.

However, it's expensive.

All this manual work drives up the cost of delivering a direct marketing program. As a result, the direct marketing channel is only open to those organizations willing to make a very significant investment. Vendors can't afford to service micro-campaigns. It's relatively the same amount of work to send one million pieces as it is to send one thousand pieces.

The reason all this work has to be done manually is because the industry has no infrastructure. The direct marketing process is effectively held together with "bubble gum and bailing wire" – disparate systems, spreadsheets, phone calls, emails, faxes, re-keying orders, etc.

What's needed is a Direct Marketing Operating System.

Direct Marketing Operating System (or "DMOS") is the name we've been using here at NextMark for the last eight years to denote the technology infrastructure that will facilitate the direct marketing process. There are lots of good reasons for the complexity of this process: approvals, privacy and security of data, etc. That intrinsic complexity will remain. What will change is the amount of effort and time required to deliver a direct marketing campaign.

The technology needed for this technology infrastructure is available and proven: web services, xml, service oriented architecture, etc. It just needs to be applied to the direct marketing process. That's what DMOS is all about.

DMOS will enable direct marketing service providers with an easy way to promote their services and integrate their services with the rest of the process. Vendors will operate more profitably than ever before because orders will be delivered electronically and serviced efficiently with button clicks rather than manual re-keying.

DMOS will make it easy for organizations to utilize direct marketing services. Using direct marketing services in a campaign will be about as easy as filling your shopping cart on or your favorite website. You won't need to know about all the supply chain logistics to place your order. And you won't have to wait a long time to get the results.

Don't worry — all the checks and balances will be in place (in fact, improved) and there will be more need than ever for trusted advisors (i.e. consultants, list brokers, list managers, agencies). This is not about disintermediation. It's about integration.

The benefits? The immediate benefit is faster, easier, and more profitable direct marketing. The longer-term benefit is the opening of the direct marketing channel to all organizations big or small. Direct marketing will be more approachable. As a result, the industry could more than triple in size – that's big!

Do you agree that the industry needs an infrastructure? What can we do to deliver it?