Trends to Watch in 2009: Clear Mailing Ahead
Other steps that reduce environmental damage and waste include frequently purging mailing lists, using variable data printing to effectively target direct-mail recipients and choosing lighter-weight paper stocks.
Getting more personal
l Direct mailers who find ways to personalize their communications, either through variable data printing, customized microsites (also known as personalized URLs or PURLs) or even simulated handwritten notes, continue to see better response. That’s why the friendly, little sticky note will be a popular choice for those who want to capture attention and maximize results. For example, according to Post-it® Note manufacturer 3M, in one test Bell Atlantic reported a significant boost in response from mail pieces adorned with a Post-it® Note. Of 100,000 letters mailed, 10,000 featured the note, and that test group garnered an 18 percent increase in response over those who received the letter without the note.
Consider stickies to convey a tidbit of information (a URL, phone number, discount coupon) that can be saved long after the mail piece is tossed. Remember, too: Sticky notes can be personalized and printed in a variety of fonts that say, “Hey, check this out!”