Direct Mail

The Many Paths of Direct Marketing
March 1, 2006

To remain relevant to customers and boost the bottom line, today’s direct marketing campaigns must move across the borders of direct marketing media nimbly and fluidly. More importantly, marketing channels need to work in unison so that prospects and customers receive not only a consistent message, but one that builds a case for your products and brand. Does your direct mail creative prominently feature a Web site address where customers can find out more about your product and the particular offer being pitched? Do your search engine marketing (SEM) efforts coordinate with your print ad copy? There are many ways to integrate offline and

Response Down?
February 1, 2006

This past November, former Minnesota Senator Eugene McCarthy died at the age of 89. It was McCarthy, a bookish, low-key intellectual, who, you’ll recall, startled the country and the world by announcing he would challenge the incumbent president, Lyndon B. Johnson, for the 1968 Democratic nomination. Johnson was mired in the Vietnam War with hundreds of body bags coming home every week. McCarthy made his announcement in the Senate Caucus Room in the Capitol. He said, “My decision to challenge the president’s position and the administration position has been strengthened by recent announcements of the administration, the evident intention to escalate and to intensify the

5-Minute Interview: Christopher Cleghorn, Easter Seals
February 1, 2006

On Jan. 8, 2006, the U.S. Postal Service implemented a postal rate increase of approximately 5.4 percent for Standard Mail and 3 percent for Nonprofit Standard Mail. It’s the first increase since 2002, and was established to fulfill the requirement of a federal law passed in 2003 that commands the Postal Service to establish a $3.1 billion escrow account, with use of the funds to be determined by Congress at a later date. Christopher Cleghorn, executive vice president, direct and interactive marketing for Chicago-based nonprofit Easter Seals, spoke with Target Marketing on how the increase may affect his organization’s direct mail efforts. Target Marketing: What is

Stretch Your Postal Dollars
January 1, 2006

The new year is a good time to review your direct mail efforts and look for opportunities to get more from your investment. Whenever you're paying for postage, you want your mail piece to work as hard as possible to achieve your marketing goals. With that in mind, here are 15 suggestions to help you maximize your direct mail investment in 2006.

Harry Walsh Changed My Life
January 1, 2006

Harry Walsh Changed My Life By Denny Hatch Harry Walsh, a gruff, red-haired, six-foot-tall gunnery expert who spent World War II teaching fighter pilots how to shoot straight, was a world-class freelance copywriter. Harry's office was in his house. His routine was to start writing very early in the morning and knock off at noon for lunch, which always was preceded by four white ones (code for martinis), and lasted until 3 p.m. or 4 p.m.—usually at Chez Pierre, an upstairs watering hole in Westport, Conn.

TM0106_Nuts/Case Study
January 1, 2006

Postcards are an inexpensive direct mail format that can be used to communicate with your audience in a number of ways, such as generating traffic to a retail store, recognizing a customer's birthday or thanking a customer for his or her recent purchase. For Measurable Solutions, a management training and consulting company based in Clearwater, Fla., the object is to generate a lead. Currently in its fifth year of business, the company first began using postcards to generate new clients in 2001 and has been consistently mailing the format since. In fact, Measurable Solutions President Shaun Kirk credits the company's postcard mailings with putting

The Passing of Ed McLean
December 1, 2005

In the 1970s—before telemarketing, infomercials and spam—direct mail was the main response medium. And like every medium, direct mail had its stars—a charmed circle of brilliant copywriters whose names were synonymous with big results and big fees. Among them: Bill Jayme, Chris Stagg, Frank Johnson, Linda Wells, David Ogilvy, Maxwell Sackheim and Ed McLean. With the passing of Ed McLean on Aug. 13 at age 77 after a long illness, the last of the great stars has ceased to shine. McLean was a very special guy—short, funny as hell, with a small mustache and an impish smile. He was enormously supportive when my wife,

Room to Grow
December 1, 2005

Highlights for Children was a 43-year-old magazine with a strong brand before marketing any other offerings to its core customers: parents of young children. In 1946, Dr. Garry Cleveland Myers and his wife Caroline Clark Myers founded Highlights for Children Inc. The privately-held company flourished with a single product—Highlights for Children® magazine—throughout four full decades before deciding it was time to grow its brand and its business. Today, Highlights for Children Inc. houses under its corporate umbrella several kids’ book club programs, a toy and game catalog, and an interactive Web site. “We are now much more than a single magazine for children.

Explore Your Postage Options
November 1, 2005

Postage can do more than just get your mail delivered. Your mailbox tells the story. Most direct mail bears ho-hum, routine-looking postage, whether it’s a stamp, metered postage or a preprinted indicia. Sure, it does its job. It gets the mail piece delivered. But if you’re the direct marketer paying for the postage, you also should consider how to make your postage investment work harder to: - make your mail piece stand out from the rest of the stack; - make it look important and valuable enough to get past the mail screener; and - get it opened and read, instead of

Three Getaways Worth the Money
September 1, 2005

By Denny Hatch If you want to recharge your batteries, July is the month to do so at one of three major retreats. The oldest and most famous is held in the Bohemian Grove, a 2,700-acre luxury campsite in the redwood forest of Monte Rio, Calif. There, some 2,000 of the country's movers and shakers in business, finance, academia, science, the military and government convene for networking, concerts and "Lakeside Talks" by distinguished members ranging from Chris Matthews and George Shultz to William Safire and William F. Buckley. The membership list has included every Republican president since Calvin Coolidge as well as some