Marketers know that generic direct mail won’t work on today’s savvy consumers. Instead, they are making use of recent developments in printing and production technology to enhance the outer envelope with customized messages, four-color printing and other embellishments. Marketers hope these improvements prevent their collateral from making a direct route to the trashcan by the hands of tuned out customers.
“The more information we can put on the outside of the envelope without it looking funky, the more apt recipients are to open it,” says Kelli Adkins, VP of integrated services at Prime, a commercial printer that specializes in personalized targeted marketing.
The printer found in its own mailings that the second- best response mechanism is a No. 10 envelope printed “with enough pertinent information on it,” Adkins notes. Some of that information includes a general URL address that enables Prime to track how many people responded to the envelope or some sort of message.
see full article at: Customzed envelopes drive conversations – DMNews.
