SURE, BLOGS, E-MAIL and search are great. But for continuity card publisher IMP, nothing beats the tactile appeal of good old-fashioned direct mail.

AN ELDERLY COUPLE laughs on the dance floor. She in a sweeping gown, he in a tux, bestowing a peck on her cheek.

The image is one of a number created for a $65,000 postcard campaign by Seniors Real Estate Specialist (SRES) to project a warmer, more emotional approach in its marketing to senior citizens.

Some 6,000 agents began mailing the postcards to 500 prospects

Retailers are getting more data from their loyalty card programs to foster targeted in-store promotions. Smart retailers are mining purchase data to segment shoppers and reward heavy buyers. And brand marketers are tapping retailers’ databases to better target key shoppers in-store.

Last June, Fremont, MI-based Gerber Baby Foods used Catalina Marketing’s Checkout Coupon system to execute its Gerber Rewards program. Shoppers who bought 16 jars or more got a print-out at checkout with a PIN and toll-free number to call to enter a sweeps. Each call earned 10 entries, and shoppers could enter every week (with a new PIN) to vie for a $250,000 college scholarship. Gerber used the PINs to identify its heaviest users for future targeted offers.