Britt Brouse

Britt Brouse
3 Ways to Design Successful Postcards

In the world of direct mail, sometimes it feels as if the postcard format is on trial, defending its basic two sides against the prosecution's long letter, freemium, brochure, buckslip and reply. While testing a postcard format, marketers may be surprised by its many benefits. Here's three key ways to design …

3 Ways Past the B-to-B Gatekeeper with Direct Mail

Ever wonder if your B-to-B mail will make it to the right person? If you are targeting businesses, especially mid- to large-sized companies, that mailing is likely to face the B-to-B gatekeeper, an employee who receives and sorts the company's mail and decides which pieces warrant attention from the boss or decision maker.

4 Tips for Mailing to Luxury Prospects

Even in this still struggling economy, luxury prospects are still happy to spend. Greg Furman, founder of The Luxury Marketing Council, defines the luxury prospect base as the estimated 3.2 million American households with liquid portfolios of $1 million and more. “We believe it’s definitely a hard market, but people are still spending,” says Karen Fields, director of market intelligence for Exclusive Resorts, a luxury destination club.

Anatomy of a Control: World Wildlife Foundation

Nothing speaks to a prospective donor or customer like an involvement device. Most people seem to find surveys, quizzes and free gift choices advertised both online and in direct mail irresistible.

Anatomy of a Control: World Wildlife Foundation

Nothing speaks to a prospective donor or customer like an involvement device. Most people seem to find surveys, quizzes and free gift choices advertised both online and in direct mail irresistible.

DM Spotlight: Plain-Jane Voucher Gets Makeover

Vouchers have been in favor with publishers and fundraisers for years because they are not as expensive as larger 6" x 9" or 9" x 12" packages—and they still capture good response rates

Anatomy of a Control: The Plum Card

In these trying economic times, small business owners are undoubtedly on the lookout for ways to save. Yet, when it comes to opening a business credit card, prospects also are wary of potential fine print and loopholes that may trip them up in the future. In today's economic climate, a little transparency and an offer that does not seem "too good to be true" go a long way.

The Plain-Jane Voucher Gets a Makeover

Vouchers have been in favor with publishers and fundraisers for years because they are not as expensive as larger 6" x 9" or 9" x 12" packages—and they still capture good response rates. The voucher is bare-bones by definition, consisting of a one-page description of benefits and a reply device, usually carried in a #10 outer.

Peer-to-Peer Mail

When mailing to a business audience, it's always a challenge to get a package through the mail room, passed the administrative gatekeeper and into the right person's hands.

Direct Mail Spotlight: Disneyland Resort

Direct mailers who love self-mailers love them because they're produced quickly and cost effectively, eliminate the problem of getting the envelope opened, and can really support a lot of creative that wouldn't normally fit into a typical direct mail package.

Disney's Self-Mailer Rolls Out Value

Direct mailers who love self-mailers love them because they're produced quickly and cost effectively, eliminate the problem of getting the envelope opened, and can really support a lot of creative that wouldn't normally fit into a typical direct mail package.

Tricycle Magazine Perfecting a #10

Deluxe self-mailers appeal to publishers for a few main reasons: their creative potential, visibility in the mail, quick production time and low cost. Yet when publishers test self-mailers against more traditional letter packages, they may find that the more expensive letter packages still come out on top.

A Funny Business Mailing

For some business-to-business mailings, all that's necessary are a lead generation self-mailer, a few benefits and a call to action. However, when you sell a complex product or service, you may need more real estate to showcase your offer.

Coin-Operated Control

In today's economic climate, when a constituent must tighten her belt, it may be hard for her to conceive that a reduced or small donation will even make an impact. While many fundraising direct mail packages include copy to combat this worry, saying, "Every dollar counts," or show charts indicating what each dollar amount equates to in relief, a recent mailing from the Council of Indian Nations (CIN) takes this approach one step further.

Renewing With a Basic Voucher

The voucher's biggest pros are its cost-effectiveness and good response rates. Some of the cons in using a voucher format are that there are too many vouchers in the mailstream, thus decreasing its impact, and the format does not offer enough real estate for direct mailers and copywriters to make sales. Even with these arguments on the table, there are still some instances where a voucher can be a perfect fit.