About Who’s Mailing What!

How it started - How it’s evolving

• 1970

  

  1970

  Stealing Smart Starts

  Denny Hatch began collecting mail and, over time, his massive swipe file became indispensable for other marketers and copywriters who were looking through his files for their own assignments.

• 1984

  

  1984

  Who’s Mailing What! launches in print

  Monthly print newsletter “Who’s Mailing What!” was launched.

• 1992

  

  1992

  More mail means more insight for more customers

  Who’s Mailing What! was sold to North American Publishing Co. The newsletter’s name was changed to Inside Direct Mail, and began to be printed in 4-color.

• 2004

  

  2004

  From paper piles to PDF files

  Listings of all of the Who’s Mailing What’s mail pieces migrated to the Web, and PDFs of thousands of mail packages became available as well to subscribers.

• 2009

  

  2009

  The advent of the WMW! platform

  Print newsletter transitioned to an email weekly, and online experience becomes more user-friendly with each revision.

• 2019

  

  2019

  2019 Integrating AI to revolutionize WMW!

  Who’s Mailing What! acquired by Alegian Growth Partners. AGP Principal Vilnis Ezerins notes “We decided there’s a market for direct mail marketing competitive intelligence, with broad coverage across industries, affordable for smaller and medium sized organizations.”

• 2024

  

  2024

  WMW! Acquired by DM20

  Omnichannel marketing platform DirectMail2.0 becomes holder of the largest artificial intelligence and machine learning-powered direct mail database in the United States. "This acquisition is pivotal going forward in DirectMail2.0’s mission to continually improve mail response, conversion rate and return on investment through more informed decision making and campaign tracking," explains DirectMail2.0 Co-Founder and CEO Brad Kugler.