Erik Hook

By Lisa A. Yorgey It's been said the success of a direct mail campaign depends 40 percent on lists. International campaigns are no exception. Here three U.S. direct marketers share their experiences with local, in-country lists in Germany and the United Kingdom. Day-Timers Day-Timers, a marketer of business and consumer time-management planners and organizers, started to market globally when it set up a U.K. subsidiary in 1994. Solo direct mail is used for prospecting, and a catalog is mailed on the back end to retain existing customers. When it comes to lists, its strategy is "close to that of its U.S. operations, but

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