Hoping for a better response, doughnut purveyor Krispy Kreme is sending out 10,000 advertisements shaped like one of its half-opened boxes to residents of Orange County, Calif. “It seems considerably less junk maily,” says Amy Inabinet, a marketing manager. “We can’t mail out a dozen doughnuts. This is the closest we could get.” Still, the premium mailers aren’t cheap. They can cost up to $3 per piece, so companies will have to target their audience better. If only e-mail spammers could be as thoughtful.
