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Articles by Alan Sherman

Blog Archive

Medicare Marketing: How Will COVID-19 Impact This Year’s AEP?

Posted May 13, 2020 by in Strategy and Analysis

As marketers continue to develop their Medicare marketing plans for this year’s Annual Enrollment Period (AEP), the impact of COVID-19 means we are no longer marketing within a business-as-usual setting. While some AEP tactics will change, and others will remain the same, direct mail will remain a key part of an omnichannel strategy. For example,  […]

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hands typing on keyboard

Email Behavior Targeting Solves the Prospect Abandonment Problem for Direct & Email Marketers

Posted July 12, 2019 by in Strategy and Analysis

Triggered marketing campaigns based on prospect or customer behavior achieve some of the highest response and conversion rates we see in marketing. Cost per acquisition for triggered campaigns are also considerably lower than “business as usual” campaigns. The reason is simple: triggered campaigns (whether they are initiated by abandoned carts,  browse, or product applications) take  […]

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Stressed office worker blown away and overwhelmed by paper flying from his desktop computer monitor. An information overload.

To Achieve Email Best Practices, Look No Further than Direct Mail

Posted June 18, 2019 by in Strategy and Analysis

As a direct and digital marketing strategist, I frequently get asked questions about the relationship between direct mail and email best practices. Questions about email creative and frequency pop-up, particularly due to email’s low cost to send. How much email is too much? That answer varies by business and product, and there’s no one good  […]

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A man showing a woman a brochure

Direct Mail Can Work for Any Business—Including Yours

Posted January 4, 2019 by in Strategy and Analysis

For decades, direct mail has driven profitable customer acquisition efforts for financial, insurance, cable, and a variety of other verticals across both consumer and business-to-business industries. With the rise of digital marketing, we’ve seen marketing dollars shift in part to digital, but much of that spend later returns to direct mail after marketers found they  […]

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Digitally Automated Direct Mail – IWCO Direct

How Digitally Automated Direct Mail Makes the Best of Digital and Physical Marketing

Posted March 2, 2018 by in Direct Marketing Trends

You may be aware of programmatic online advertising. For those less familiar, this is the automated buying and selling of internet advertising via the use of sophisticated software utilized by online ad platforms. Marketers looking for the right locations for their ads at the right price are automatically matched by software to those with web  […]

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legitimacy of direct mail

The Legitimacy of Direct Mail in a World of Fake News, Bot Traffic, and Click Fraud

Posted November 17, 2017 by in Direct Marketing Trends, Strategy and Analysis

Between the spam, phishing attacks, fake ads, troll farms, and other forms of ad fraud, how do we really know what we see and read online is real? The short answer is, we don’t always know. We are all subject to potential phishing attacks designed to steal our identity and it seems like major data  […]

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Structuring Your Medicare Marketing

How to Structure Your Medicare Marketing for the AEP and Beyond

Posted August 25, 2017 by in Direct Mail Tips

Medicare Advantage program enrollment continues to grow year over year in a booming age-in market. For healthcare marketers to take full advantage of these growth opportunities, a detailed strategy will help optimize enrollment during both Age-In and the Annual Enrollment Period (AEP) running from October 15th through December 7th. Your Medicare marketing strategy should include  […]

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Young family enjoying time home

Drive True Omnichannel Marketing by Combining Direct Mail with Digital Channels

Posted May 10, 2017 by in Direct Marketing Trends, Omnichannel Marketing, Strategy and Analysis

From the perspective of some marketers, direct mail is a medium that is considered “old school” or not of this digital world. With advances in direct mail personalization, personalized URLs, QR codes, and continued solid performance, nothing could be further from the truth. Many marketers simply can’t drive the acquisition or retention volume they need  […]

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Stephen Flood and Sherri Bonacci Join IWCO Direct’s Leadership TeamRead More
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