Dr Joe's Printing Industry Blog

I'm finally cleaning my office and I got down to the part of the pile that had things I wanted to write about but never got around to. It's a direct mail piece from a direct marketing organization, and it's very well done. It minimizes the number of items that are varied, which is a good thing, and it has a nice tie-in to the Internet where I can register on a personalized web page. The printing looks pretty good, too.

One problem: it's addressed to me at the business I sold more than four years ago. Was it worth it? Could it have missed its target using a static piece for less money? Does the extra cost of personalization get paid for by increased response? I don't know if anyone has the definitive answer to these questions. Though I wonder; if it was as good as people claim it is, I would see more of these kinds of mailings, and more of the equipment capable of doing it would be being sold.

I still have not receieved a 1:1 piece that is not a credit card statement or affinity program statement that is accurate, ever.