The L.A. Zoo tames its control and finds success with a simpler approach.

By Abny Santicola

Tweaks along the way
“A zoo is a living, growing thing,” Esposito says. What this means in terms of direct mail is an ever-changing, ever-updated direct-mail control.

“We’re continually updating it with the events that are coming up, any new animal births, new exhibits that open,” she says. “We’re also trying new premiums.”