What you can learn from this year’s ECHO Award winners

BY: SCOTT MAY

As the judging chair for the Direct Marketing Association’s 2006 International ECHO Awards, I saw a number of terrific campaigns. Beyond exposing me to some great ideas, my judging experience gave me a whole new perspective on …

Book clubs give customers what they want - and more

BY: BETH STACKPOLE

In a world where millions of books are published annually, it’s hard to keep up, let alone find the ones that suit your interests. What you need is someone who knows what you like and what you’ve …

Junk mail? Hardly! Research shows people look forward to receiving mail

BY: SANDRA BECKWITH

It’s getting harder and harder to entice people to open marketing e-mails. Spam filters are getting more sophisticated, and prospective customers are, too.

But research shows that consumers and business types are far less resistant to …

BY: JOYCE KAREL, Marketing Director CRM

Direct marketing has always been part of Whirlpool Corp.’s marketing mix, but it has traditionally taken a back seat to other mainstream media channels.

That’s no longer the case. Direct marketing has become a key component in the company’s overall marketing efforts within the …

Fold-out Z-CARD®s let you offer lots of info in a small space

By: Linda Formichelli

It’s a classic struggle in marketing: how to get across as much information as possible with the smallest possible footprint.

Marci Schoenmaker knows that challenge well. As marketing manager of the “Show Your Card & Save®” …

Sherwin-Williams uses a colorful, integrated approach to cultivating relationships

By: Christopher Caggiano

Ask any kid with a crayon box and he or she will tell you that colors convey emotions. Most of us have an emotional connection to certain colors; they affect the way we feel and the energy that …