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Six Factors for Bridging Direct and Brand Marketing

Brand advertising and direct response have long been cornerstones of successful marketing programs. Brand drives mind share, differentiate market position and influence consumer perceptions, while dir

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Nov. 15 2002




Wherify Launches DR Blast for Kid Finder

A high-ticket product that helps parents track their children has been brought to market with a multimedia direct response campaign. Introduced in August

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Nov. 15 2002




Creative Approach

The problem software developer Adobe Systems Inc. faced in rolling out its InDesign product was one marketers dealt with long before anyone ever knew

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Nov. 05 2002




Mailers Cheer Potter Rate Case Announcement

Mailer groups applauded Postmaster General Jack Potter’s announcement that the USPS may be able to stave off a rate increase until 2006 if certain laws are changed.

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Nov. 01 2002




Hey You!

Remember when you were a little kid and you had something you thought was really, really important to say but no one would listen? You couldn’t get the

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Nov. 01 2002




Moore Tries Flashy Mail Package

A medical supplies direct marketer is trying a radical change in its creative to increase response rates and sales. Moore Medical was hoping for a more

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Nov. 01 2002




Direct Mail Outpulls E-mail With Journalists

MediaMap routinely enjoys a 10% response rate with its weekly e-mail to get journalists to sign up for the firm’s source-finding service. But a few months

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Nov. 01 2002




Golden Gouge

Ask any scam artist to name their favorite target. Chances are they’ll say someone who is trusting and has a nice little nest egg in short, a senior citizen.

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Nov. 01 2002




Scammed Out

Less than a month after responding to a direct mail offer for five magazine subscriptions, Mandy Criddle received an invitation to a contest she just

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Oct. 01 2002




Cricket Rolls Out First Direct Mail Campaign

Cricket Wireless will start its first major direct mail campaign this month. The firm, which up to now has relied mostly on mass media TV spots, will

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Sep. 15 2002




Five-Year Falloff

Direct mail volume fell significantly during the last five years, and response rates decreased for many firms, according to a Direct Marketing Association

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