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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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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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Jun. 01 2003




North Carolina Tries to Collect Tax on Postage

North Carolina has started auditing companies for sales tax it says is owed on postage. The audits, now in the administrative hearing stage, involve small

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Mar. 01 2003




Bookspan Rolls Out Hispanic Book Club

Hispanics, now the largest minority in the United States, are being targeted in a major push by Bookspan for its Spanish-language book club Mosaico. The

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Mar. 01 2003




Mail: Stepchild Poised for a Comeback

There was a time when the term direct marketing was virtually synonymous with what others called direct mail marketing. Over the past two decades, the

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Feb. 01 2003




USPS Bilked in Postage Scam

A direct mail lettershop and its production manager bilked the U.S. Postal Service out of millions of dollars by falsifying reports and using them to

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Feb. 01 2003




Gold Points Returns to Postal Mail

Despite being 10 times more costly than e-mail, Gold Points Rewards plans to send out 50,000 postal mail pieces each month during 2003 at a cost of roughly

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Feb. 01 2003




Mailing to GM Dealers Pulls 17% Conversion

A provider of office forms to the automotive industry has garnered a 17% conversion rate with a lead-generation mailing featuring a sweepstakes. The mailing,

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Jan. 03 2003




Young Women Prefer Direct Mail for Healthcare Offers: Survey

Want to reach young women concerned about their health? Forget MTV

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Jan. 01 2003




Mailer Groups Laud Bush Postal Commission

Most observers applauded President Bush’s creation of a commission to explore the U.S. Postal Service’s mission and operations. But some news reports

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Jan. 01 2003




AARP Targets Hispanic Seniors

AARP is going after the Hispanic senior market with a mid-seven-figure initiative. This year, 4 million of AARP’s 130 million direct mail solicitations

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