Herb Steinmetz

If you were to take a peek into the file of catalog lead generators we house in the Archive, you would notice that none of them exceed 6"x9" in size--except for a humongous mailing from Mason Direct. It's 10 1/2"x14", to be exact (353MASDIR0199). Why such a large, expensive mailing to generate inquiries for the company's catalog? According to Herb Steinmetz, vice president of marketing at Mason Shoe Companies, this package is part of a two-step campaign that includes an offer of credit to qualified prospects. In the company's experience, mailings based mainly on making an offer of credit tend to draw their

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