How Cook's Direct Found Success With a Microsite Strategy
May 26, 2010

There's a growing interest in microsites, which are online collections of distinct segments of merchandise from a larger range of products. If you sell a variety of housewares on your site, for example, you could break out the kitchenware to form a single microsite with a whole new name.

Reply Devices That Really Deliver
August 1, 2006

Reply form. Order card. Action device. Whatever you call it, there’s no denying that little—or sometimes big—slip of paper carries a lot of weight. As Carol Worthington-Levy, partner, creative services, at consulting firm LENSER, asserts, “People will head right for the reply form first, and then they head for the letter. … There is a mind set and a cultural training that has us looking for the one piece in a mailing where it says what [we] need to do to learn more or get this product or service.” Case in point is the voucher format that has been dominating the publishing

Improve Targeting
February 21, 2006

Improve on your customer targeting by: - testing ship-tos; - testing gift recipients; - segmenting by source; and - and segmenting by trade area. —Michelle Farabaugh, partner, LENSER

Concentrate on What’s to Be Gained
January 30, 2006

It’s easier to justify a bigger budget for outgoing envelopes when doing lead generation in B-to-B. If a company is smart about its lead-generation, it looks at what could be gained and it thinks in those terms. Tighten the database, develop something that prospects cannot ignore, line up the killer sales force for follow up, and develop an outstanding package with an envelope or carrier that can’t be missed in a business mail pile. —Carol Worthington-Levy, partner, creative services, Lenser

Change Your Mailing Frequency
September 6, 2005

Your buyer file is your most important asset. Profit comes from remailing those buyers with higher response and lower mailing costs. Determine your correct frequency by segment, and see results soar. —Michelle Farabaugh, partner, LENSER

20 Ideas to Refine, Remodel or Revive Your Control
September 1, 2005

By Tracy A. Gill When your list selection is spot-on, your offer is proven and your content is king, testing different design elements can be a simple but lucrative way to give your control a major lift. The key to getting this kind of boost from a design re-do, explains Grant Johnson, president and chief marketing officer of Brookfield, Wisc.-based consultancy Johnson Direct, is to make meaningful changes—beyond just changing the color of the outer envelope or the font of the teaser—and to do it with the consumer in mind. What will he react to? What will stop him in his tracks?

The Passing of Peter Jennings
August 9, 2005

August 9, 2005, Vol. 1, Issue No. 20 The Passing of Peter Jennings And How I nearly met Humphrey Bogart IN THE NEWS NEW YORK -- Peter Jennings, the suave, Canadian-born broadcaster who delivered the news to Americans each night in five separate decades, died yesterday. He was 67. --David Bauder The Associated Press, August 8, 2005 I never met Peter Jennings in person, but my wife, Peggy, and I watched him nightly for many years. At one point, ABC News had a trio of anchors reporting from around the country--Jennings, Frank Reynolds and Max Robinson. As I recall, Reynolds, a splendid journalist,

A Screw-up of Olympian Proportions
June 16, 2005

A Veto That Probably Destroyed Eight Million Dreams This is the saga of two high profile, deeply flawed organizations joining forces to create a public relations catastrophe--New York City and the U.S. Olympic Committee. What happened? A bunch of rich city slickers were able to con the rubes from Colorado Springs into choosing the Sour Apple over San Francisco for an Olympic venue. But they could not con the canny pols in Albany and Manhattan into selling them the land at below-market value and ponying up $300 million of taxpayer dollars so the New York Jets football team could have a spiffy new stadium.

Newsletters: A Viable Part of Your Direct Mail Plan?
June 1, 2005

By Tracy A. Gill If you are reading this article, then I don't have to sell you on the value of newsletters. Each month, you turn to this newsletter—we hope, anyway—looking for news, tips, case studies and advice that can help you improve your direct mail efforts. Are your customers and prospects really all that different from you? They may not have a need for the kind of in-depth analysis of direct mail that Inside Direct Mail provides, but they certainly are interested in information that can enhance their lives and their careers. Nathan Chapman, president of The Marketing Center (TMC),