Ready, Aim, Fire!
Once a list is selected, consider taking advantage of the existing technology to add appeal to the direct mail piece. “Variable information allows us the benefit of communicating to the target audience on a personal level providing individualized text, specific product information and even individual contact information,” Spicuzza explained. Specificially, the HP Indigo and the Igen3 have provided more opportunities for one-to-one direct marketing. Because these printers allow full color and variable printing on mailers, fewer pieces of direct mail can be produced with a higher response rate. “This type of digital equipment enables us to personalize each piece and to print regional-specific information. It even permits us to change product offerings in a single campaign,” he added.