The vertical view

One of my favorite features that I work on each week is our “vertical” features — in which we focus on trends and DM strategies within a particularly industry sector, everything from healthcare and technology to government and consumer goods. In addition, we highlight three creative DM campaigns (whether it’s direct mail, e-mail, a website, or an integrated campaign) in the sector that have seen success.

When I first started as the DMNews features editor back in November, it was tough to source these stories — it seemed like agencies and marketers didn’t know that such a great editorial opportunity was out there. As readers have seen the features, we’ve gotten a lot more interest. But we’re always looking for more!

On that note, I’m currently on the lookout for creative campaigns in the industrial/manufacturing sector for our July 21 issue. If you have anything that you you’d like to toot your horn about, please send it my way!

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