Hachette Filipacchi

She began life after college as a school teacher before getting a job in the circulation department of a small magazine in New York City. That was when Caroline Zimmermann began to learn about direct marketing, including how much she liked it, to the point that she next got a job at a boutique direct marketing agency, where she became fascinated by both the art and the science of direct marketing—including whether or not her promotions worked.

Like other misunderstood newcomers, the use of URLs in direct mail was not too long ago a novelty item that companies liked to trot out with pride for their customers, but had yet to figure out its intrinsic value. “I started seeing [URLs] in direct mail in the mid-90s. It was before the bubble, so everyone was so enamored of the idea of having a Web site, but didn’t quite know where they were going with it,” says Neil Feinstein, director of creative strategy at New York City–based True North Inc., an advertising agency that specializes in direct marketing, print and Web design.

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