The Who

The Who’s Mailing What! Archive divides mail into nearly 200 categories, and fundraising took up a whopping 12.4 percent of total mail volume in the first quarter (January through March) of 2007. Since it’s such a major player, fundraising drives trends in the direct mail industry, especially regarding the use of certain elements of a package like personalization, as well as leveraging repeat mailings as a money-saving strategy. In order to raise money for its causes and organizations, it’s no surprise that most fundraising mailers rely heavily on personalization. The fundraising sector represented an impressive 23.2 percent of all personalized mail, and within fundraising

The Who's Mailing What! Archive has received myriad 3-D box mailings since its inception, from religious appeals containing rosary beads to B-to-B efforts hocking name-engraved pens. Admittedly, the box format can be a budget crippler—a disappointing juggernaut—if not employed with sound direct-response strategies. A package with such a challenge and stigma arrived at the Archive in September from Food For The Poor (FFP), a Deerfield Beach, Fla.-based organization that ministers to spiritually renew impoverished people throughout Latin America and the Caribbean. The 43/4" x 61/2" appeal features a gripping black-and-white photograph of a young boy praying on the front; on the back, an

It could be said that just as the shine of a lure baits a fish, so too does the outer appeal of a direct mail piece drive prospects inward. Wireless-communication provider Sprint couldn't agree more, as evidenced by a recent direct mail strategy. The Who's Mailing What! Archive netted one of Sprint's precocious packages, an 8-1/8" x 5-1/2" self-mailer—in the chute for less than 60 days pitching an offer that expired July 3—that entices prospects with $160 in savings on select Sprint PCS Vision Video Phones when they present an enclosed coupon at their local Sprint store (808SPRINT0604). From the front,

If seeing is believing, then a direct mail package that actually is the product you are selling should bring more sheep into the fold. That's what Pantone, a provider of color-communication technology for graphic design businesses, aims to prove with its latest direct mail package, a collaborative effort with Veer, a provider of photography and illustrations, and Monadnock paper producers (810PANTON0304). The mailing matches Veer photographs with vibrant Pantone colors on Monadnock matte paper. The result is a series of spreads that seem to levitate right off the page. The 6-1/4" x 7-1/2", 28-page catalog features a cover with a Veer

By Paul Barbagallo If direct marketers have learned anything about the increasingly legislated world of e-mail marketing, it's that "permission" is crucial to successful campaigns. Amid the threat of a national do-not-e-mail list, savvy organizations have been busy compiling opt-in lists through their Web sites and mail solicitations to prevent their messages from being classified as that ugly, four-letter word: spam. The Who's Mailing What! Archive recently received a mailing from such a company. In January, Time Inc.'s Entertainment Weekly dropped a plain, #10 carrier-envelope package featuring a professional discount offer for a one-year subscription for $20 (202ENTWEE0104). The effort includes just an 81/2"

By Noelle Skodzinski The Who's Mailing What! Archive recently received, from a local heating-oil company, a mailing that was about as sophisticated as Homer Simpson. Primitive graphics (on a sheet of 20 lb paper) showed a cartoonish image of Saddam Hussein alongside a missile, with the how'd-they-ever-think-of-it messaging: "Don't get bombed by skyrocketing oil prices." It's unlikely this flier-style mailing pulled record response, especially in today's local marketplace, where many businesses are using more advanced direct mail strategies than ever. Several good examples of the improving quality of local efforts we've been seeing arrived in the Archive in December. A 51/2"

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