Direct Mail Outlook -- Getting Personal

Another tool the print giant recently launched is Response-Link, a new electronic marketing tool that works in conjunction with PLANET bar coding, allowing direct marketers to alert customers and prospects to special offers that will be arriving in their mail.

Naturally, the most effective way for Quebecor World, and its clients, to reap significant profits in the coming year is to witness a marked improvement in the U.S. economy. Paloian points out that this would encourage direct marketers to increase investment in their direct mail programs. "There is little doubt that the more complex packages, with high levels of personalization, result in improved response rates. But, in soft economies, the total dollar spent is often cut back, making it difficult for some direct mailers to embrace the technology," he says.