Mr. Postman...Bring Me a Dream
Proven strategies and creative designs help ring in a profitable new year
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For the travel industries, four-color process and self-mailer formats rule. And while there typically has not been much reliance on premiums to drive response, there was a noticeable increase in premiums this past summer, including offers for reduced rates at hotels, as well as gift certificates for personal services, restaurants and local attractions. The travel industry also tends to avoid obviously personalized communications, and prefers self-mailer formats over envelope packages. This reflects not only the tendency to use travel catalogs to communicate marketing messages, but also the limits envelopes can place on using effective, attention-grabbing graphics which are destroyed when recipients open the mailing.
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Maggie Dewitt
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