Direct Mail

Production and Paper Special Report: Success From Any Angle
June 1, 2006

About five years ago, Eric Bright first saw the Flapper™, a dimensional mail piece that unfolds and re-folds to present four different messaging panels. While Bright, senior director of consumer marketing at Franklin Covey, a provider of effectiveness training, productivity tools and assessment services based in Salt Lake City, thinks the mailer featured the Nickelodeon cartoon character SpongeBob Squarepants, he’s positive he and his colleagues couldn’t stop playing with the effort’s reconfigurable panels. So the team decided in the summer of 2001 to test a Flapper, a format that is patented by Intervisual Communications, a dimensional print and promotions company acquired this past March by

It Takes Two
June 1, 2006

During the process of editing, writing and proofing articles for this issue, one message kept creeping up in many of the stories: A good business partnership leverages the knowledge of all parties for results that can be nothing short of astonishing. Some examples of how two heads (or three, four or five) are better than one: n Automotive dealer AutoNation doubled response to its customer direct mail efforts by working with direct marketing/printing firm DME to develop data-driven, customized communications; in turn, DME partners with document solutions firm Xerox and software company XMPie to provide its clients with cutting-edge printing technology. Read more about these fruitful

Magalogs: Design ’Em to Be Read
May 24, 2006

“In a magalog, copy is king, and I’m just here to help get people to read it,” proclaims designer Lori Haller, proprietor of Shadow Oak Studio, Germantown, Md. “I’ll throw in some exciting things to tease them, drag them along, pull them to the next page and the next page. Until I’ve made them want to read the whole thing, so that on the last page, they can’t wait to sign up. It’s a whole progression—like a rocket.” So what are some of the techniques that fuel her designs? Color, size, leading, bursts and bolding, to name just a few. Here, Haller shares a

RB Industries’ Rob Murry on Converting Leads With Direct Mail
May 17, 2006

Among woodworkers, Hawk tools are in a league of their own. They are the kind of tools woodworking enthusiasts dream of getting and brag about owning. Not bad for a brand that only markets through direct channels—including direct mail, live events, Internet and telemarketing—and has been without a retail presence since its manufacturer RB Industries struck out on its own in the late 1970s after some 50 years of producing tools for the likes of Sears and Montgomery Ward. For President Robb Murry, the company owes much of this tremendous word of mouth and fervent customer loyalty to the strength of its customer service

Vary the Offer, Keep it Fresh
May 10, 2006

Want to prevent a successful offer from fatiguing? Consider making minor adjustments to your offer and use a slightly different variation each time you mail. Omaha Steaks, for example, mails retention and acquisition efforts on almost a weekly basis. According to the company’s Corporate Communications Director Beth Weiss, since April 2001, Omaha Steaks has been mailing a free burger promotion to customers, offering everything from six to 12 free burgers, and many variations in between. The offer used in one effort that mailed in February included a scratch-off game piece that reads “Scratch Here! For up to 12 FREE Burgers.” The winning number of burgers

Eight Hot Spots for Direct Mail Typos
May 10, 2006

Where are the eight most likely places in a direct mail campaign for a typo to appear? According to Gayl Curtiss, managing director of The Hacker Group, a direct marketing agency in Bellevue, Wash., marketers should pay close attention to the following elements of their direct mail campaigns: 1. Phone numbers, both call and fax—it’s easy to transpose numbers. 2. The company’s name—anywhere it appears. 3. Signatory’s name—you often don’t have a proofing tool to verify the correct spelling. 4. Terms and conditions—proofers often don’t read them. 5. Address information—wherever it appears. 6. Headlines—they’re big and people blow right through them. 7. Letter set-up—vendors often retype perfect copy from laser mechanicals. 8.

Achieve Visual Effects With Coatings
May 3, 2006

To achieve special visual effects on direct mail pieces that not only create more eye-catching efforts, but help to more effectively communicate messages and boost overall response, consider applying various coatings at the finishing stage. According to Jeff Banks, technical manager, continuous improvement at Menasha, Wisc.-based Banta Corp., one technique that has gained popularity over the last few years is applying a textured coating to direct mail pieces. Using a polymer, rubberized plate and an ultraviolet coating, nearly any type of raised impression can be created on a mail piece—from faux, raised fingerprints to wood grains. Other special techniques available to mailers interested in developing high-end

Present Perfect
May 1, 2006

Some folks have a knack for gift giving. They just know the perfect gift for every special occasion, leaving you marveling at their great intuition and taste. However, while intuition may be good enough for some, Cleveland-based personalized gift retailer Things Remembered has taken gift giving closer to a science. What started as a key kiosk in a shopping mall parking lot has grown into a nationwide enterprise with approximately $300 million in sales, more than 650 retail locations and some 7 million active customers on file (another 8 million customers make up its customer archive). Specializing in personalized gifts for all occasions—everything from

Colin Wheildon on Direct Mail Design
April 26, 2006

In 1995, journalist, designer and editor Colin Wheildon added “international author” to his curriculum vitae with the release of “Type & Layout: How Typography and Design Can Get Your Message Across—Or Get in the Way.” In-the-know designers and marketers responded by adding his treatise to their repertoires. What made Wheildon’s concepts so intriguing is that they were based not on his own design aesthetic or anecdotes, but rather on a nine-year study into the readability and perception of various typographic elements. A decade later, Wheildon joined with writer and editor Geoffrey Heard to expand on his earlier work. As Wheildon explains, the revised edition,

What’s Working With Freemiums
April 26, 2006

When I e-mailed 99 circulation directors and consultants for this article, my response rate was a big, fat zero. It seems freemium users are tight-lipped about their successes. One publishing company achieved a 10 percent lift using a bumper sticker and plans to test an in-line package, but didn’t want its name disclosed. Another publisher polybags its magazine as part of an acquisition mailing, but maintains this is not a true freemium. A third magazine known for its freemiums asked not to be mentioned, no reason given. And on it goes. But after turning over many rocks, I found three freemium users who were less