Dave Olesen

Empowering executive with broad skill set in large and small business environments. Start-up and turnaround experience. Passionate about creating and leading high performance teams that deliver meaningful business results. Internet and Bitcoin entrepreneur.
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Recent Posts

Every Door Direct Mail: Weighing the Alternatives

Posted by Dave Olesen on Sep 27, 2017 5:07:21 PM

In previous blogs, I've maintained that EDDM is a valuable service for many local businesses. However, it's also important to look beyond advertised postage rates of different mailing classes. If you don’t, you will soon be weighing apples against oranges. The services and requirements associated with EDDM, Saturation Mail, Marketing Mail and First-Class service need to be considered when making a choice because each has unique benefits that translate to substantially different costs.  Let's look at some differences. 

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Topics: Marketing Strategy, Direct Mail Marketing, Direct Mail Tips, EDDM

Why Your Business Should Send Holiday Cards

Posted by Dave Olesen on Sep 19, 2017 10:24:34 AM



Although many business professionals think of corporate holiday cards as a task, they can actually greatly benefit your brand. Below are three key reasons why your business should send real holiday cards this season.    

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Topics: Marketing Strategy, Direct Mail Marketing, Direct Mail Tips, Christmas Cards

The Value of a Personalized Direct Mail Marketing Strategy

Posted by Dave Olesen on Sep 11, 2017 12:00:15 PM

The value of a personalized direct mail marketing strategy has become widely acknowledged, but often little tangible data is provided by marketers to justify it.  While it's true that some communications don't need to be personalized, in many cases, it's vital and the lack of personalization adversely impacts ROI.    

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Topics: Marketing Strategy, Direct Mail Marketing, Direct Mail Tips, EDDM

Direct Mail Marketing 101: Create a Compelling Marketing Call to Action

Posted by Dave Olesen on Aug 30, 2017 4:39:00 PM

In our first installment of this series, we went over how targeted mailing lists are the key cornerstone of your overall direct mail strategy. Your mailing list directly determines the types of people who will see your message and consider engaging with your brand. Once your mailings are delivered, it’s then up to the potential customers to determine if your offer is a good fit for them. This is why it’s important to hit the nail on the head within the content of your message. 

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Topics: Direct Mail Marketing, Direct Mail Tips, Direct Mail 101

Direct Marketing 101: Perfect Your Direct Mail Mailing List

Posted by Dave Olesen on Aug 23, 2017 11:55:47 AM

While many incorrectly assume the direct mail industry is struggling, research proves otherwise. It’s actually a unique, effective way to form a physical relationship with your customers. Think about how many emails you get in a day that go unread and deleted. Email marketing is a quick way to reach people, but not always effective. Now, think about when you receive a piece of direct mail. You likely read it, even if you do throw it away. You may leave it on the countertop or put it on the fridge, especially if it’s a promotional piece for a brand you like. 

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Topics: Direct Mail Marketing, Direct Mail Tips, Targeted Mailing Lists, EDDM

RRDM: The Unintended Consequence of EDDM

Posted by Dave Olesen on Aug 8, 2017 2:25:00 PM

In Part I, I explained what Every Door Direct Mail® (EDDM) is and how it came to be offered by the USPS.  In Part II, I explained how EDDM works.  In this article, I would like to call attention to the unintended consequence of EDDM referred to as Regulatory Required Direct Mail (RRDM) and its impact to the return on your investment. 

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Topics: Direct Mail Marketing, Direct Mail Tips, EDDM

How Does Every Door Direct Mail Work?

Posted by Dave Olesen on Aug 3, 2017 12:59:36 PM

In Part I of this series, I explained what Every Door Direct Mail® (EDDM) is and how it came to be introduced by the USPS. To understand how it works, it helps to keep in mind that EDDM is essentially a flyer distribution service that bypasses most of the USPS’s mail processing infrastructure. It also helps to remember that EDDM was originally designed to be a self-service solution for local businesses that only needed geographic targeting. As EDDM has matured, some printers and mail service providers have developed end-to-end services. The cost for their services is essentially a trade-off between the time it takes for you to learn and manage the process yourself vs. having someone else do it for you. 

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Topics: Direct Mail Marketing, Direct Mail Tips, EDDM

What is EDDM? An Introduction

Posted by Dave Olesen on Jul 10, 2017 10:25:05 AM

What is EDDM and how does Every Day Direct Mail work? Every Door Direct Mail®, known simply as EDDM®, has received a fair amount of attention since it was introduced in 2011 and is prominently featured on the U.S. Postal Service’s® website. If you have visited the USPS® website and explored EDDM then you’ll know the USPS has provided a robust mapping tool for geographic targeting with demographic information provided by the U.S. Census Bureau.

The USPS says that EDDM is a good fit for some businesses but not a good fit for others. More specifically, the USPS acknowledges that it is good for some direct mail marketing communication purposes but not for others. So, whether you are a small business owner, marketing coordinator or even a marketing manager in a large company, you need to understand EDDM’s strengths and weaknesses. In today’s highly competitive marketplace, it’s important to know when EDDM is the right direct mail tool and when it should be set aside for other alternatives.

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Topics: Direct Mail Marketing, Direct Mail Tips, EDDM

Automated Direct Mail: Best Practices in Marketing Efficiency and Effectiveness

Posted by Dave Olesen on Jun 27, 2017 11:03:47 AM

Marketing automation is dramatically cutting the time it takes to respond to prospects and customers. It is efficient and drives scale. It is also proving to be more effective than manual processes.  Five years ago, when marketing automation (and the inbound method) was beginning to gain traction, Nucleus Research pointed out that it was driving a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. The gains since then have been substantial with many more companies embracing the inbound marketing methodology and automation platforms. Marketing automation is also increasing message personalization at scale. In essence, it is transforming all communication channels including direct mail which has once again become popular for its unique contribution to driving engagement despite postage costs.   

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Topics: Direct Mail Marketing, Automated Direct Mail

Purchasing Mailing Lists: Clone Your Best Customers

Posted by Dave Olesen on Jun 19, 2017 11:27:39 AM

Many marketers struggle with the best way to reach their target audience. The choices are endless – while cold-calling and door-to-door sales are mostly things of the past, more sophisticated, modern options include emailing, social networking and advertising. What many marketers fail to realize is that direct mail, sometimes thought of as a past practice, can serve your brand incredibly well if executed directly – with targeted mailing lists. 

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Topics: Direct Mail Marketing, Targeted Mailing Lists, EDDM