Newton, Mass.

As a marketer, you work hard every day to grow your e-mail list. You run promotions, solicit Web registrations, fight battles with other departments and basically do anything you can think of to build your list.

On June 10, 1902, in Chicago, window envelopes were first patented by the wonderfully named Americus F. Callahan. His patent described the windows as “holes” for looking at the paper inside, and he noted that they could save both time and labor. Callahan also hinted that window envelopes could be more colorful than ordinary envelopes. For example, he said, “black paper [presents] an advantage over papers of other colors in that a striking contrast may be provided between the address appearing through the envelop[e] and the balance of the envelop[e].” Today, windows are still used heavily in direct mail­—and many aren’t that much different

As marketers develop creative ways to maximize ROI using existing customer lists to help offset increased postage and paper costs, e-mail appending offers a solution. Focusing on the quality, not the quantity, of your e-mail append can help make the most of this approach by leading to better response rates. Dave Fallon, Internet marketing strategist at North Andover, Mass.-based L-com Connectivity Products, recently partnered with Newton, Mass.-based e-mail hygiene provider FreshAddress and achieved a 22 percent lift in response to his company’s e-mail programs. Here, Fallon discusses who should consider e-mail appending, best practices for choosing an e-mail appending provider and how to follow e-mail appending etiquette.

Using celebrities to endorse products in DRTV has proven successful for many marketers, but it is not a catch-all solution for increased sales. Planning a DRTV celebrity endorsement campaign proves to be a unique experiment with a real human element. Choosing a celeb takes left-brain intuition and right-brain research, and the pros and cons must be weighed on a case-by-case basis. First figure out whether or not your campaign requires a celebrity endorser. Doug Garnett, president of Portland, Ore.-based Atomic Direct, a full service DRTV agency, sees an overwhelming amount of advertisers using celebrities as gimmicks for bland products. A celebrity endorser should add

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