Contributing Writer

Contributing Writer
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.

6 Ways to Survive High Postage Costs

While the U.S. Postal Service has offered a reprieve to mailers by vowing not to increase rates in 2010, many mailers are still struggling with their expenses. Rates increased earlier this year, and these increases—combined with the struggling economy—are making it a very difficult year for direct mailers. They're scrambling for new and efficient ways to keep their direct mail costs down.

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

Against the Odds

For all of you mailers bemoaning the state of the economy and how it's affecting direct mail campaigns, just be glad you didn't have to build-from the ground up-a brand-new direct-mail program-list and all-in the midst of the economic downturn. Such has been the case for The National Crittenton Foundation.

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.

Deepening the Experience

The goal of every direct mail piece is to get the recipient engaged with said piece, but that's easier said than done—with everyone strapped for time and inundated with myriad marketing messages.

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.

Vocus on Data

While it's a common refrain from most companies to say that data is at the heart of their marketing decisions, very few back up their words with action like Vocus. The provider of on-demand software for public relations management showed this in its latest quarterly direct mail offering, dropped in mid-July.

AFAR Magazine Starts From Scratch

One of the best things a direct mailer can do to help craft the most effective direct mail campaign is give the copywriter a sample of the product so said copywriter can personally study it and understand its benefits. But what if you have no samples to offer?

Conveying the Starkness of ‘Forever’

When it comes to direct mail, there's nothing like a black outer envelope with reverse colored type to convey a harsh reality. Add a killer teaser like "Extinction is Forever" and you've got a TKO.

Multiple Choices

Last fall, Compassion & Choices, a Denver-based nonprofit organization that seeks to improve care and expand choice at the end of life through support, education and advocacy, was torn. Continue using targeted messaging that focuses on a specific issue it's battling in its annual fund appeal—as had been its approach in the past—or go with broader messaging?

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.