Sharon R. Cole

Sharon R. Cole
Post-It Note Trumps the Call

When readers open this reminder letter sent by the American Institute for Cancer Research (AICR), a nonprofit based in Washington, D.C., the first thing that catches their attention is probably the personalized, yellow sticky note bearing a message that appears to be handwritten (Archive code #604-171950-0605A). The note states that AICR will be telephoning donors in the area who have not renewed their support. “A contribution at this time may save us the cost of a phone call,” it concludes. While the strategy may appeal to readers’ desires to avoid receiving yet another telemarketing call, the message indicates there was a monetary benefit for

This Fit Is Just Right

(A case study from the June 2006 issue of Inside Direct Mail) It’s not too big, not too small; in fact, it’s just right. This digest-sized magalog, or bookalog, titled “The Little Book of Favorite Homestyle Recipes,” has proven to be the perfect fit for selling Southern Living’s cookbook series (Archive code #101-171600-0603). Yet the handy format, which was mailed in plenty about five years ago, dropped off of the Who’s Mailing What! Archive’s radar after 2002. It wasn’t until a few months ago that a bookalog from the publisher turned up in the Archive again. So, did Southern Living find a better package in