Anne Hunt

By Irene Cherkassky Sometimes a direct mail piece is just that—direct. For such mailings, the saying "what you see is what you get" tends not only to ring true, but also work very well to draw in customers. For the past several years the Association for Research & Enlightenment Inc. (A.R.E.) has been one such mailer. Its control has been a four-page, 81/2" x 11" billboard mailing that is folded in half. The effort's copy is laid out in the style of a newsletter, which is one of the benefits of an A.R.E. membership. In fact, it uses the same format for each

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