Roy Lichtenstein

A few months ago, while researching how humor is used in direct mail, I found some examples of an art form that was deserving of its own consideration: the cartoon. It's a tactic that pops up only rarely in the mail collected by Who's Mailing What!, the world's most complete library of direct mail and email. But the instances where it has been part of a campaign are proof it can engage prospects, that is, once marketers get past their reluctance to run against the conventional wisdom that humor doesn't work.

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