As a long-time owner of a Subaru vehicle, I've always been pleased by how the company communicates with its loyal customers: not too much, not too little, but somewhere in the middle. In addition to the print magazine Drive, I also get a monthly email from the auto manufacturer, called "Subaru Insider." The images in the slideshow below, from the May edition, offer lessons in how a brand can successfully spark desire for new product, while also making customers feel comfortable about their experience as drivers.
Paul Bobnak is the director of research at Who's Mailing What!, which houses the most complete, searchable (and fully online) library of direct mail and mail in the world. To learn more about joining, go to www.whosmailingwhat.com. Reach him at firstname.lastname@example.org.