An upscale catalog cuts its mailing list and increases sales

By: Samar Farah

The story behind Fairytale Brownies has all the charm of your classic rags-to-riches yarn: Two friends who first met in kindergarten decide in 1992 to launch a company with little more than a secret family recipe. …

A new twist on direct mail coupons sweetens the pot for incentive programs

By: Christopher Caggiano

After the devastation of Hurricane Katrina in 2005, many of New Orleans’ businesses struggled to get back on their feet. Bruce Frommeyer who owns eight Subway® Restaurants in the area was able …

Are focus groups a thing of the past? For a growing number of marketers, the answer is yes. Will “personas” take their place?

By: W. Eric Martin

Focus groups have been a staple of marketing research for decades, but Rodger Roeser, president of Eisen Management Group, …

Dimensional mail has emerged as a key to reaching out to the executive class

By Lekan Oguntoyinbo

Two years ago, Kaiser Permanente embarked on a difficult campaign: persuading C-level executives at several major corporations to switch health care providers. To seize the attention of the key decision …

Toymakers are using direct mail to buttress innovative brand marketing geared toward girls

By: Frank S. Washington

Girls rule.

Sure, some adolescent boys might disagree but when it comes to some of the most effective and immersive marketing experiences currently being developed for younger consumers, there’s no question that female …

Now embraced by even some of the most upscale brands, insert-media pieces are suddenly enjoying renewed popularity

By: Anne Stuart

When Jill Eastman Vidal was working for a catalog company back in the mid-1990s, she thought insert media seemed like a great marketing tool - but didn’t get why so …