Word: direct-mail
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...equally high hopes for Smile Pinki. He notes that if just 1 in 100 people who order the DVD decide to become donors, it will have a vastly better success rate than most direct-mail programs. "Most charities would be horrified by all of this," he admits. "If you went to most boards and said you wanted to spend a quarter of a million dollars on a documentary that doesn't even mention the name of the charity, they'd be appalled. But this was the best $250,00 any charity ever spent...
...Starting this [weekend] we're going to be running ads across all of our core brands that specifically mention cash for clunkers," said GM spokeswoman Susan Garontakos. GM is also mounting a direct-mail campaign designed to explain the program. Garontakos adds that these programs are in addition to specific financial incentives ranging up to $4,000 that GM offers on slow-selling models. "Our dealers are looking for an uptick in sales," she says...
...Mail deliveries, like hemlines, always drop in economic downturns. But the current pinch is worse than usual. One reason: the housing and financial sectors were once gold-star postal customers, but since their cash flows have slowed to a trickle, their direct-mail marketing campaigns have all but dried up. Mortgage direct mailings declined 57% from the first quarter of 2007 to the first quarter of 2008, according to the Chicago-based mail and advertising tracker Mintel Comperemedia. And credit card offers by mail sagged 28% from the third quarter of 2007 to the third quarter of 2008, dropping...
...Upside of Junk Mail Regarding Jeremy Caplan's article "De-Cluttering Your Mailbox": there are many reasons we should encourage instead of discourage direct-mail advertising [Dec. 15]. Among the most important: stop your direct mail and watch the cost of a postage stamp soar. Jim Elliott, Lemon Grove, California...
Regarding Jeremy Caplan's article "De-Cluttering Your Mailbox": there are many reasons we should encourage instead of discourage direct-mail advertising [Dec. 15]. Among the most important: stop your direct mail and watch the cost of a postage stamp soar. Jim Elliott, LEMON GROVE, CALIF...