Dina Mele

The focus direct marketers have placed on customer relationship marketing makes an impact on their direct mail efforts. One complementary trend that has been building is that of greeting cards, used either as part of the overall direct mail effort or as the only element in the package. Quality Paperback Book Club and Columbia House were among the first marketers to incorporate greeting cards of their own design into mailings that targeted lapsed customers. Recently we've seen First Union (543FIRUNI0800) and Hallmark (910HALLMA1000) couple Hallmark Business Expressions cards with a single insert to draw attention to special promotions. The big winner from last December's

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