Promote and Prosper —Morgan

• The unsigned letter. I recently received a promotional letter from a printer promoting its digital and variable data capabilities. The letter effectively demonstrated the difference in response rates comparing a typical direct mail campaign to a well-conceived, variable data campaign. This letter was replete with a personal URL address. Unfortunately, the communication’s effectiveness was dampened by the signature. In closing, the letter was signed: “Sincerely, XYZ Printing Marketing Department” (without a person’s name or signature).