Digital Finishing: Different Paths to Success

"To get the piece seen and read, you have to get away from the rectangle," explains Hirsch. "With the average cost of a direct mail piece pegged at $1.25 (#10 envelope with two-color letter and full-color sell sheet) in a short run of 10,000 pieces, coupled with the average response rate of 0.1 percent, a mailer's cost can be $125 per response. That's a lot of money—and that's not even a sale. It's an inquiry."