EB: How has the role of your copywriters evolved alongside your direct mail program?
CD: Our copywriters’ roles have become increasingly more important as our direct marketing has become more complex and more personalized. The great thing about one-to-one communications is that you can communicate directly with your customers, but you also have to have the organization and resources to support that type of marketing. It’s a challenge, but it’s also an exciting opportunity.
This article is adapted from the Straight Talk interview that was published in the April 2008 issue of Inside Direct Mail, a sister publication to Target Marketing magazine. To learn more about Inside Direct Mail, visit www.insidedirectmail.com