Children’s charity NCH - formerly known as the Children’s charity- is launching its final direct mail campaign before rebranding as Action for Children.

The charity is unveiling a hard-hitting appeal using an illustrated pop-up storybook that follows the traumatic and sad life of ‘Emily’, which is eventually turned around with the help of the charity.

The drive, which is part of the charity’s CRM strategy, has been created by Tangible Response. Donors are being asked to support NCH’s Therapeutic Foster Care, which helped Emily turn her life around by providing stability and mentoring.

WH Smith is dropping its Clubcard loyalty scheme in favour of a Privilege Card, which it claims can provide customers with more offers via email.

The Clubcard will be phased out gradually, although customers will still be able to redeem their points up until the end of February 2009.

The retailer said that through the Privilege Card, customers will enjoy extra benefits and email offers, including an introductory email with £20 worth of vouchers, at least £10 worth of vouchers each month and exclusive discounts.

A survey by Direct Magazine registers an increase of 10% from 2007, in the usage of e-mail marketing by direct marketers.

According to the report, contacting prospects through e-mail is fast becoming the most desired medium employed by the direct marketers, with over 70% contacting customers via e-mail.

However, this development doesn’t signal the end of snail mail. If not as popular, it continues to be utilized as an accompaniment for marketing strategies. The report details that 66% of direct marketers still harness direct mail as a supplement to e-mail. This is a 4% decrease from 2007. The report also records that 59% of direct marketers also use snail mail to reach sales prospects.

The Royal Mail is using a relationship break-up as a metaphor for the breakdown of a brand’s relationship with a customer in a new campaign to promote the effectiveness of direct mail in driving loyalty.

            
The direct mail campaign is called “Mail for me” and will be sent to senior execs at advertising and marketing agencies several days apart.

             
The mailing will show a letter being sent from a girlfriend, ending a relationship because of a communication breakdown.
In the first pack, an engagement ring will be enclosed with the explanation that “now you just don’t seem to want to connect with me at all”.

This year, the DMA awards will feature three more digital categories to reflect the adaptation of direct marketing as people spend more time online.

Last year there were three digital categories – email, digital execution and digital journey. Now there are six – online advertising, email, campaign websites, mobile marketing, eCRM, and new applications/use of new technology. The last is designed to include things such as widgets, social networking and branded content.