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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Tips and Tools

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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Trends/Analysis

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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Tips and Tools

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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Trends/Analysis

Lindblad Promotes Travel DVD With Mail

Lindblad Expeditions mails a promo for a DVD for its trips to the Galapagos Islands. This direct mail piece teases some of its photography to give the customer a taste of the travel experience. To see how it’s done, please complete the form below for a full, free PDF of the mailing.

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Dissecting a Simple Winning Order Card

But consider Apple’s simple-looking iPad, which works incredibly well and does not at first reveal all the care that went into its making. Let’s look at the thinking behind this reply card — from a package we recently did that handily won National Review its new control.

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14 Tips for Producing Postcards With Pizazz

Recently designer Patrick Fultz and I talked about what’s working in direct mail creative, and postcards were part of this discussion. Just this past week, I received 35 postcards in my own mail. But I wonder how many of these actually worked in achieving their marketing goals. Here’s why:

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