A Format for Every Message (1,036 words)
Mini-mailers are used by book clubs, business-to-business marketers and fund-raisers.
Online service providers mailing CDs to prospects brought cardboard carriers into the mainstream, but others have tested solo campaigns with the sturdier material. A box mailing commands attention, but it also carries a hefty price.
Hallie Mummert is editor of Inside Direct Mail, a monthly newsletter providing research and analysis on proven techniques and new trends that shape direct mail campaigns. She can be reached at (215) 238-5437.