Direct mail delivers proven results, but are you getting the best possible performance from your campaigns? Many marketers skip testing because they assume it’s too complex or too expensive. But here’s the truth: You don’t need a massive budget or sophisticated tools to run smart, insightful direct mail tests. In fact, small, strategic tweaks can lead to big boosts in response rates, ROI, and campaign learnings. Here’s how to make direct mail testing simple, practical, and worth your time.

Starbucks Coffee Company has finalized its joint venture with private investment firm Boyu Capital, selling control of its China operations, the coffee giant’s second-largest business. Under the terms of the agreement, which was announced in November and has a value of about $4 billion, Boyu and Starbucks will operate a joint venture, with Boyu holding up to 60% interest and operating the approximately 8,000 Starbucks stores in China. Starbucks will retain a 40% interest in the joint venture and will continue to own and license the brand and intellectual property to the new entity.

An unexpected vinyl records revival is having a dramatic impact on the music industry. In 2020, vinyl LP record albums outsold CDs for the first time since the 1980s. LP sales reached 43.6 million units in 2024, driven largely by Gen Z’s interest in analog experiences, aesthetic appeal and artist support. With no end to the trend currently in sight, vinyl music sales are projected to grow through at least 2035. The question is, why? Why are vinyl records coming back and why now? Research from the Vinyl Alliance points to four key reasons for the growth in sales of LP record albums. A. Tactile and Visual Appeal B. Superior Sound Quality C. Collectability and Exclusivity D. Support for Artists The vinyl resurgence has created a growing need for custom vinyl packaging.