“Everybody checks their mailbox, and with a voter’s history, we’re targeting and reaching out to people who act on a message ... crafted just for them,” he stated.
Even with something as ubiquitous as Netflix’s reusable envelope, or the finely honed direct marketing of the political sector, no single mailer design is a guaranteed success, said Michael DeCastro, president of marketing consulting firm Imagination in San Francisco. After launching it as a “high-tech direct” marketing firm, Imagination became what DeCastro described as a “full-on agency” in 1980. Since the late ’90s, though, DeCastro has worked as a marketing strategist focusing on the technology, financial and entertainment sectors, handling business-to-business, and business-to-consumer campaigns.