Editor In Chief

Editor In Chief
Stat: Investments

With the economy in a free fall and more reluctance among Americans to sink their money in the stock market than in recent memory, could there be a better (or harsher!) time to examine the investment sector? While only so many trends can be seen from a statistical breakdown of this direct mail sector in our Who's Mailing What! Archive—the world's most complete library of direct mail—some do assert themselves, especially the number of investment marketers going with new efforts alongside new techniques.

Stat: Investments

With the economy in a free fall and more reluctance among Americans to sink their money in the stock market than in recent memory, could there be a better (or harsher!) time to examine the investment sector? While only so many trends can be seen from a statistical breakdown of this direct mail sector in our Who's Mailing What! Archive—the world's most complete library of direct mail—some do assert themselves, especially the number of investment marketers going with new efforts alongside new techniques.

Activity Highlights: Insurance

What's in a name? No matter what mail sector we're talking about, the particular name of the company, magazine, nonprofit, etc., is often the first impression left on the prospect. The branding, reputation, recent history and other variables related to that name contribute to this impression, good or bad

One to Watch: Wells Fargo

Simple, but effective. A plain 4-1/4" x 9" outer envelope, with the Wells Fargo logo in the corner card and "Benefit Update" in black print floating on the right side, greets the customer. Inside sits a one-page letter. That's it. But between the copywriting and the offer, it's a combination that's going to be hard for other insurance companies to beat, partly because it's offering the customer many different insurance options with different companies, rather than linking up with a single entity.

Wine Enthusiast’s Glenn Edelman on Multichannel Order Tracking

As the number of marketing and media channels continues to widen, so does the variety of paths customers travel down to place orders. Glenn Edelman, senior director of online marketing and merchandising at Wine Enthusiast, the Elmsford, N.Y.-based multichannel seller of wine accessories and cellars, likes to say that someone could receive his company's catalog in the mail on Monday; google the company on Tuesday, click on a paid search ad and sign-up for Wine Enthusiast's e-mail newsletter; and then receive an e-mail on Wednesday that prompts a clickthrough and an order that same day. In his opinion, all four channels-catalog, search, e-mail and the Web-deserve credit for this order.

To learn how Wine Enthusiast tracks orders to give credit where it's due, we talked to Edelman about matchbacks, call centers and order audits.

Recycled Papers: Don’t Forget the Chlorine

Recycled. Sustainable forest. Tree-free. Post-consumer content. Happily, direct marketers have a dizzying array of recycled paper options for their direct mail projects. But while much of the emphasis continues to focus on fiber sources, direct marketers interested in making a commitment to earth-friendly—and, increasingly, consumer-friendly—direct mail practices also should consider the processes used to create paper. In particular, the bleaching process produces harmful dioxin gases, even when taking post-consumer material and deinking it for reuse. The following terminology, as reported by San Francisco-based paper manufacturer New Leaf Paper on its Web site, www.newleafpaper.com, applies to papers that have been created without chlorine for bleaching,

On Target - Can You Guess Who I Am?

By Alicia Orr, Editor in Chief, Target Marketing think you know a person by what she buys? Think again. I for one appear on the subscriber files of publications from House & Garden and Vogue to Fortune, The Wall Street Journal and Dog Fancy. An avid catalog and Web shopper, lately I've bought furniture, household goods, gifts, kids' clothes and baby items. I also shop the 'Net for books and music (recent CD purchases include the Backstreet Boys, Dave Matthews Band and Faith Hill). Plus, my husband and I like to research and book vacations online. So who am I? Can you tell