What’s the Deal with Digital?
“I can go out and gee-whiz people to death with all the things they can do with PURLs. But, what they really need—and want—are hard numbers, perhaps a way to drive response rates from 2 percent to 8 percent. For example, if the customer is mailing 10,000 pieces, suggest taking 2,500 and trying a PURL or adding a one-to-one element, like a big graphical salutation,” offered Doehler. “Painting a picture of demographic triggers and all the fancy things that are going to happen within the context of versioned documents immediately sets customers on the defensive, due to their inability to provide the data required to do these things. Start slow; if you lead with the bells and whistles, you end up with a client mired in data issues, and a picture that can’t be framed.”
- Companies:
- Labels West