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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. 01 2003




Direct Marketers Sound Off

Direct marketers are secure in their jobs, split on the impact of the do-not-call list, cautiously optimistic about e-mail marketing and disappointed

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Oct. 15 2003




British Airways Lifts Off B-to-B Effort

British Airways launched a $1 million online and direct response print effort in September to attract business class passengers to the airline’s flights.

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Oct. 15 2003




Privacy: The Federal-State Data War

By the time you read this, the Fair Credit Reporting Act Limited Pre-emption bill might just be on President Bush’s desk awaiting a ceremonial signature.

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Oct. 15 2003




Software Firm Tweaks Rivals in New Campaign

ACCPAC International Inc., a developer of accounting and customer service software, has launched a $10 million campaign to generate leads and poke fun

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Aug. 01 2003




Trucker Mailing Pulls 3.1% Response

TruckersB2B.com, an online group for small truck fleets, got a 3.1% response rate from a coupon mailing promoting tires from Goodyear Tire & Rubber Co.

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Aug. 01 2003




Congress Mulls Postal Reform Bill

A reform bill that would give the U.S. Postal Service greater authority to make business decisions and create a new oversight agency was introduced in

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Jul. 01 2003




Do-Not-Mail Threat Looms in NY

Well, it’s happened. First there were the do not call lists, then do not e-mail lists, and now someone in the New York State Legislature wants to create

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Jul. 01 2003




Direct Mail Response Climbing: Survey

Direct mail was more likely to spur consumers to action this year than in 2001, according to a new survey from Vertis. Barely more than a third of those

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Jun. 01 2003




ATV Mailing Drives Down Costs

Digital printing helped Polaris Industries cut costs in half for a recent lead generation mailing to promote the 2004 Sportsman all-terrain vehicle. The

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Jun. 01 2003




Unicco Mailing Gets 11% Response

A Boston-area provider of outsourced maintenance netted an 11% response to a mailing earlier this year designed to get chain retailers to use its services.

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