Creative & Copywriting: Using Creative to Power the 1-2 Punch of Mail and Web

While this column isn't about segmenting your customer list to determine who to send catalogs to, it does examine what to do in lieu of sending catalog or direct-mail packages to customers. Appropriate copy and design are essential to that strategy.

Direct-mail alternatives
You may have noticed some pretty big changes in your mailbox this year. Mine, which used to be loaded with catalogs, pales in comparison to the old days. This isn't a bad situation, however, if you're using mail as part of your marketing mix. A thinned-out mailbox means there's more attention for your piece of mail.