Why Direct Marketing Creative Must Create Emotional Connections Across Channels
Like most new jobs, I was excited, but wasn’t entirely sure what to expect when I joined IWCO Direct about a month ago. I began my career at an agency with direct marketing in its blood, Ogilvy & Mather. And I knew IWCO Direct would give me the opportunity to rekindle that DM experience by […]
In Praise of the Direct Mail Letter
“Letter schmetter,” said the marketer who wanted to cut the cost of her direct mail package. “Let’s mail an oversized postcard.” Maybe your first thought is, “Sure, we could do that.” But then another thought chases that one away and you say to yourself, “Self, wait just a minute. The letter is the most important […]
The Seven Magic Words of Direct Mail
Magic words in direct mail? That seems a little “out there” for such a hardworking marketing tool. Especially with the strategic, data-driven approach IWCO Direct uses for performance marketing. But, yes, there are magic words you can use in direct mail; they’re “magic” because they can cause a dramatic increase in response to your mailing. […]
The Johnson Box—What, Why, Where, and How
Before we dive into the value and inner workings of the Johnson Box, a little family history. The Johnson Box was invented by my great great great grandfather Eustice Aristotle Johnson, a pioneer in direct mail. This breakthrough in marketing occurred shortly after he created boxed cereal and sliced bread. I’m a little fuzzy on […]
