Epicurean magazine Saveur doubled its response rate by abandoning its courtesy voucher in favor of another marketing strategy: the magalog. There are a lot of offers in the magalog, from sweepstakes to discounts.

Bidart & Ross is proving how direct mail can easily fit into a marketing strategy by driving higher-level corporate prospects to a micro Web site. The investment advisory company began sending out thousands of postcards to HR and other executives late in 2007 and into this …

City Harvest is showing that appearances really do matter by soliciting donations with a real brown paper bag as its envelope. A letter from the New York-based charity is headlined, “Most likely, having enough food to fill this lunch bag isn’t a problem for you. Not everybody …

Subway Restaurants teamed with Database Marketing Group to offer a system-wide program that allows owners to go online, customize their mailings and mail any week they choose. The overall result: while the actual size of the mailings is smaller, the overall efficiency is significantly …

Timberland created the “Green Index,” which lists such information as the amount of energy consumed to manufacture a particular shoe, and shares the database with competitors to set a transparency standard for the shoe industry.

Companies should establish a company blog to help maintain dialog, rather than jump online only to respond to negative information, recommends Steven Solvers, principal at strategic consultancy GBSM Inc. and publisher of the blog Scatterbox.