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Pat Friesen
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6. Variable data/personal relevancy: You can now individualize OEs with more than just a name and address. Consider using variable data printing to customize copy and images. This could include offers, deadlines, teasers or images of products and people relevant to the recipient. Check with your vendors to see what's available for both traditional and inline OEs.
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Pat Friesen
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Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of "The Cross-Channel Copywriting Handbook," published by Direct Marketing IQ. Reach her at (913) 341-1211.
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