Direct-response expert Lee Marc Stein pinpoints eight common writing mistakes that hurt response: Neatness Writers of...

Consultant Deborah S. Ramstorf asks 9 questions that she says show how well you know direct-mail advertising copy. What percentage of...

Mail advertisers have achieved response lifts of 200% and more by using database-generated messages tailored to the history and interests...

First, determine your objectives Effective use of personalization starts with the goals you are trying to achieve. Know your audience and...

Many years ago, Newsweek magazine was one of the first advertisers to send out a mailing featuring personalized (variable) printing. Its...