Toyota is launching a direct mail campaign to encourage potential car buyers to test-drive the cars, as well as promoting its models with optimal drive as standard.

The campaign aims to promote the eco-benefits of its Optimal Drive models, which offer better fuel economy and lower CO2 emissions.

The Financial Times has turned to a bird spotting theme to target media planners with a new direct marketing campaign promoting itself as the media owner that attracts an “elusive high-value audience.”

The campaign entitled, “A Complete Spotter’s Guide to the World’s Most Elusive Breeds”, will launch with a teaser email followed by a direct mail pack, and a refreshed media toolkit at ft.com/advertising.

According to new research, the most significant factor dictating the success of a direct marketing campaign is providing consumers with the option to respond online.

2,000 British consumers were asked what would make them most likely to open and respond to a piece of direct mail, and then make a susequent purchase.

Waitrose is launching a direct marketing and digital campaign to promote its new online customer engagement programme MyWaitrose.

The programme, which is described as a “club for food lovers”, aims to engage customers with a series of on and offline events including product tastings, webcasts, expert Q & As, access to offers and behind the scenes footage at Waitrose.

A limited-edition direct mail pack for the 2009 Cadbury Crème Egg season has been launched with the aim of driving recipients online to social media sites, such as Bebo and Facebook, to talk about the Crème Eggs.

Recipients of the packs were chosen on the basis of their engagement in the 2008 campaign, with only the biggest online brand advocates receiving the package, which contains free Crème Eggs.