New spin on direct mail: a box of matter

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Today's consumers may exhibit varying degrees of infolust for new products and services, but their interest doesn't often extend to direct mail. Enter Matter, which is taking an unconventional approach to direct marketing by sending out boxes of "interesting stuff" instead. London-based Matter works with product manufacturers to compile collections of items carefully designed to please specific audiences, and it sends them out to consumers at no charge. Each participating company creates and contributes an item—something that explains what the company does, says something about its ideas or values, or can be tried out. Matter then combines the items in…

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