Q&As

THE USE OF specific name, even if that name is misspelled, is the most influential factor in enticing consumers to open an envelope, according to a study

RBIS’ SightFlight, a nonprofit flying eye hospital, increased its donor file by 15 times after testing aviation lists.The organization’s core file of

Mark McGwire and Sammy Sosa weren’t the only ones to make baseball history this summer. Even a 10-year-old can hit a home run with a direct mail campaign

OLDSMODIBLE HAS joined forces with Blockbuster Video in a first-time direct response campaign for its Silhouette Premiere minivan.Targeted to families

Delia’s Buys Fulcrum Lists Delia’s Inc., New York, has acquired the trademarks and mailing lists from Fulcrum Direct Inc., a privately held catalog company

SURE, A DIME a minute sounds good. But try two free CD-ROMs packed with 15 million prospecting names, free long distance calling on Fridays and a business

COPYWRITERS were never a dime a dozen. But it used to be that for every Bill Jayme who had retired, there was a Rosalie Sachs Levine in her prime, and

LIFE IS FULL of ironies. Here’s one of my favorites: Marketing pros who would never attempt a direct mail campaign without a careful cost/payback analysis

TWO RECENT PIECES of legislation in California may crack down on unsolicited electronic mailings in that state.The first, AB 1676, has been signed into