DIRECT MAIL OUTLOOK — POSTAL REFORM IN PERIL

If done properly, this is a more efficient way of achieving the desired results. Highly personalized messages that acknowledge the customer’s recent inquiry, request, life event or purchase, achieve greater responses.

“Our variable data technologies, in concert with more precise data, allow us to put meaningful messages in the hands of the target audience. This enhances relationships and loyalty. The improved response rates will offset the rising costs associated with direct mail production that have been predicted for 2007,” Colatriano adds. “We do, however, need meaningful postal reform and the industry should continue to back legislative efforts to push it forward.”