Designed for CMO's, Content Marketers, Marketing Managers and other strategic decision makers, the Target Marketing Resource Library is the premier source for free marketing best practices and case studies.


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Direct Mail

M&T's Mail Promises Customization

M&T Bank says just enough to get prospects walking in for a visit or calling to get lots of specifics about business banking. To see how they do it, please complete the form below for a full, free PDF of the mailing.

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Direct Mail

Involvement Devices: Incorporating 'Bells and Whistles' Into the Mail Piece

In the search for a thorough breakdown of the latest generation of B&Ws, as well as an understanding of their overall purpose in the first place, we decided to turn to the most logical group within the direct mail industry: copywriters and designers. To capture the honest expression and precise type — including ALL CAPS and the occasional exclamation marks! — of these creative professionals, we conducted a series of email interviews. Here’s what they had to say.

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Marketing

Picking the Right Tool for Native Advertising

Native advertising is ad content that fits with the look and feel of any content. “Look and feel” means style and colors, yes, but being truly “native” also recognizes how your ad appears, creatively-speaking. Rather than interrupt the viewer experience, native ads should blend in, and if done right, should also engage the viewer.

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CRM

Chatbots That Don't Just Say Hi, They're Engaging

We’d all like to be all things to all customers, but even the most dogged marketer has to sleep sometime. We’ve rounded up tools that can learn your style, learn your messaging and learn your products. Match them up to your needs and find them learning your customers, too.

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Direct Mail

4 Key Questions to Ask About the Self-Mailer

Amid tighter budgets and higher postal rates, more direct mailers are pondering whether or not to test the self-mailer format. “I think direct mail budgets (and client requests) have been trending toward smaller, more cost-efficient formats for some time, well over a year,” states Steve Penn, CEO and executive creative director of Penn Garritano Direct Response Marketing in Minneapolis. Yet not all marketers have witnessed a significant move to self-mailers, especially among sectors traditionally unfriendly to the format.

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Direct Mail

Reply Devices That Really Deliver

Reply form. Order card. Action device. Whatever you call it, there’s no denying that little — or sometimes big — slip of paper carries a lot of weight. As Carol Worthington-Levy, who provides creative strategy, brand development, copywriting and design services, asserts, “People will head right for the reply form first, and then they head for the letter … There is a mindset and a cultural training that has us looking for the one piece in a mailing where it says what [we] need to do to learn more or get this product or service.”

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