Hallie Mummert

Hallie Mummert
Kiplinger’s VP Sales and Marketing Says Endorsed Mailings Can Be Effective in Prospecting

Who you know has proven to be just as effective as what you know for publishing firm Kiplinger and its direct mail prospecting strategies. According to Denise Elliott, vice president of sales and marketing for this publisher of investment newsletters and magazines, marketers can find success in the mail by leveraging a list owner’s brand recognition and integrity to attract new customers. Elliott explained how such partnerships work during the “50 Tips in 50 Minutes” session at the recent List Vision conference. Rather than do a straight rental deal of a noncompeting firm’s housefile, Kiplinger works with the list owner to develop a mailing that