Direct mail remains one of the most effective marketing tools available, but only when it’s executed well. A single mistake can waste money, damage your brand, and kill response rates. The good news?

I see marketing budgets increasingly put under a microscope. Every dollar is being scrutinized, and inefficiencies are harder to justify than ever. But despite this increased focus on performance, ...

Erik Koenig is the President & Chief Strategist at SeQuel Response. Erik has a passion for driving growth with data-driven direct marketing. Direct mail marketing has been a staple of business ...

Let’s be honest—getting customers to respond to marketing these days can feel like pulling teeth. Digital ads? Overcrowded. Emails? Lost in spam. Social media? A never-ending scroll. But direct mail?

Keep up with everything happening in The Commons by signing up for the Chronicle’s Philanthropy Today newsletter or our weekly Commons LinkedIn newsletter. This essay was originally published in the ...