Kremp Florist, a local flower shop, proves you don't need a fancy-schmancy, four-color approach to create effective direct mail. When a customer placed an order last year, the retailer simply gathered some basic transaction information from this customer and stored it in a database. It then developed a low-cost and effective direct mail package to share its reminder message in a timely manner. A few weeks before the anniversary of the purchase event, Kremp's mailed the customer a 6" x 9" carbon-form snap-pack with a "Transo-gram" theme that implies this is an important message delivered via express mail (355KREFLO0701). The single slip

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