Richmond, Va.

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at

Small business owners across the U.S. have mailed more than 15 million offers via … The news comes shortly after USPS reported 80 percent growth in advertising mail, generating $96 million in revenue, in the first fiscal quarter. … "Our mailers hit homes and we received calls left and right. When all is said and done, we'll do around $120,000 in sales from our $3,000 investment at," said Chris Kennedy, owner of a landscaping business in Richmond, Va. The success of is directly related to its roots in technological innovation. From conception, Jim Fitzgerald, Founder and CEO,

The New York Times account of 100 institutions of higher education sending high-tech direct mail to high school students in order to rope them in as applicants—with huge success—grabbed my attention. I devoured Jacques Steinberg’s story.

It quickly became clear that some old direct mail pro had landed in the honey pot—a fossilized industry desperate for business—and cashed in big time. Using tried-‘n’-true techniques developed over the past 800 years, these colleges learned they could eat their competitors’ lunch.

In the middle of Steinberg’s story, the name of an old pro jumped off the page and grabbed me by the collar—Bill Royall of Royall & Co. out of Richmond, Va., who shook up direct mail more than 20 years ago.

Plus ça change, plus c'ést la même chose.

The new postal regulations have made it hard for mailers to keep doing exactly what they had been doing with their envelopes, as in format choice, ordering and even design. Here, from a recent white paper from the direct mail envelope company ColorTree, based in Richmond, Va., are three tips to tackling those challenges.

With leading-edge baby boomers (born between 1946-55) well into their 50s and early 60s and trailing-edge boomers (born between 1955-64) on their heels, the rules of marketing to boomers are constantly being rewritten. For decades, marketers had been chasing a desirable 18- to 49-year-old boomer prospect. “For the last 40 years, 50-plus were old people. Well, 50-plus isn’t old anymore. Boomers are changing what it means to be ‘old,’” says Matt Thornhill, president of The Boomer Project, a Richmond, Va.–based marketing research company. Boomers have more time and money and are more receptive to print communications than most younger prospects—making them prime candidates for

By Tracy A. Gill The short list of direct mail's most effective words may vary from expert to expert, but there are a couple of standards you are likely to hear over and over: free, new, you, because, guarantee. The folks at Christian Children's Fund (CCF) would like to suggest a phrase for that list: thank you. In July, the Richmond, Va.-based nonprofit used that one phrase as the entire focus of a mailing to launch The Heritage Circle for Children, an initiative created to recognize the more than 30,000 donors who have been giving to the organization for 25 years

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