Known for its business diaries and day planners, Day-Timers last month mailed a spin-off gifts catalog. Titled Flavia, the catalog sells photo albums, scrapbooks, and prints with designs licensed from the artist of the same name, who produces colorful, whimsical illustrations.
The 20-page book mailed to an even mix of customers and prospects, says Tom Tweedie, Day-Timers’ director of direct sales and marketing. Although Day-Timers hasn’t done cold mailings in two years, Tweedie says he got the green light from management to rent lists for Flavia because he’s planning for the book to break even in one mailing.