Elaina Verhoff

By Abny Santicola There's no doubt that freemiums can enhance a direct mail package and promote brand. Tying your freemium in with the other elements of your direct mail package in terms of graphics and copy to create a cohesive mailpiece ensures it will be more than a useless giveaway. Volvo Cars of North America LLC dropped an example of this solidarity between mid-November and early December 2004 (Archive code #361-171791-0412). Sent to current Volvo owners, handraisers and conquests, the mailing offers prospects a $50 Amazon.com gift certificate when they test-drive a new Volvo, such as the featured S40 sedan or V50 station wagon,

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