woman stressed

Why is the Halfords Fine vexing marketers?

Halfords sent around half a million emails informing customers of a government scheme for bike servicing. They considered the email was a service email, so it was also sent to people who had opted out of marketing emails. But as the email directed…


targeting consumers

Which prospects are worth a letter?

Direct mail can be a powerful marketing tool, allowing businesses to reach out to potential customers in a targeted and personalized way. But with any marketing campaign, it’s important to carefully consider which prospects you should be…


couple speaking with consultant at home

How many prospects will say yes?

I joined this industry in a previous century, and we used to do things a bit differently then. Lesson one for a Green Account Exec was never, ever, give a straight answer to the question “How many prospects will say yes?” For lots of reasons, we…