Last month, I speculated that physical experiences will play an enormous role in the future of marketing and communications. Researchers have discovered that your experiences act as a kind of source code for your brain. In the same way that computer code dictates what you see on a Web page, different physical experiences write different ideas in your unconscious. But I didn’t go far enough. I should have told you that your brain uses physical experiences to make sense of the world—whether you are actually having the experience or not. Researchers call this magical power “simulation,” and it is …
I personally go through over 1,000 pieces of mail that our Who's Mailing What! Archive collects each month. Recently, we noticed a spike in the self-mailer format for all sectors. To make the self-mailer trend even more interesting, most of these efforts were also innovative in some way.
With the recession and credit crunch in full swing in November, it didn't seem very likely that credit card marketers would be all that enthusiastic about offering customers, or prospects, a wider variety of choices. Yet, two offers that popped up in the mail show that some were, indeed, quite willing to be flexible. Capital One's letter to a "valued customer"-mailed in a 4-1/2" x 9-1/2" OSE with a "DATED MATERIAL" notice on the front-puts the ball firmly in her court. It simply notes that she is eligible for upgrades to her card account, and directs her to a toll-free number "to tell us which free upgrade option is best for you": more rewards, lower APR or other improvements. No reply forms, buckslips or brochures were used in the crafting of this message (Archive code #550-329024-0811).
People are hit with a plethora of mail every day, so your campaign needs to stand head and shoulders above the rest to draw attention. To do that, your copy must be sharp and images compelling. Here, Mike Berry, associate creative director and senior copywriter for Grizzard, an Atlanta- and Glendale, Calif.-based direct marketing agency that specializes in the fundraising field, gives three tips on how to make your pieces stand tall. 1. “Scannables”: Berry says the use of what he calls scannables, which he defines as all the things that call for attention from the prospect—bullet points, bold text, underscores, caps, etc.—are important
The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard
Competent and organized, she spends time on the golf course Oct. 13, 2005: Vol. 1, Issue No. 39 IN THE NEWS Raising Storm Relief Money, Ex-Presidents Try to Decide Where to Send It --Stephanie Strom The New York Times, Oct. 8, 2005 With Fanfare and Dollar Signs, Wie Scratches Her Professional Itch --Damon Hack The New York Times, Oct. 6, 2005 Regular readers of this column know that I have a mordant fascination with the juxtaposition of two seemingly unrelated news stories. Such is the case with former presidents Bush and Clinton having no