Mailbox Ops

Mailbox Ops is where the working articles live. Each one takes a single direct mail problem and walks through it the way a campaign gets planned: who the audience is, what the objective is, what goes on the piece, what the reader should do next, and how the response gets counted.

The writing comes from Marcus Reed, our direct mail strategy and customer acquisition writer. Expect specific numbers where they exist, links to the source when we use one, and plain warnings when a tactic only suits certain businesses. We cover local service companies, professional firms, retailers, nonprofits and the print shops that serve them, with an eye on the Carolinas, Georgia and Florida.

Browse by section below, or start with the newest brief.