First published in 1993, this practical book with examples of successful direct-mail packages has been updated with new letters, a discussion of the impact of the Internet, and a history of the ...

Direct mail campaigns that perform best are rarely random. Successful mail programs are built on strategy. They start with the right audience, use smart creative decisions, and follow a clear plan ...

Direct mail should be just that: direct. As Bill Cockburn of the Institute of Direct Marketing states, ìThe message must make an impact within the first seven seconds. That is the creative moment of ...