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Nuts & Bolts: Case Study

Direct Mail Evolution

June 2008

According to BIC, the ability to print directly on the new mailer eliminated the cost for the separate label it would have needed if it had used a box or a separate foam pouch to ship each catalog and collateral.

While it was challenging to find a supplier that offered a recyclable board mailer with expansion as a stock item, BIC was happy with the results and plans to use this mailer continuously throughout the year to ship new account information to customers. According to BIC, taking the time to research available recycled content mailers and recycled paper options was worth the investment. With the growing awareness of how printing and mailing practices affect the environment, more eco-friendly materials are becoming available.

—Kate DeBevois
 

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A guide to the science of direct response testing today, including best practices, power tests, small vs. large test, analyzing results, testing mistakes, new tricks and more.

Direct marketing — regardless of the channel — is that unique combination of art and science. Direct marketing strategists are constantly striving



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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
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