DIGITAL Digest

Direct Mail Needs to Be Personalized

NEW YORK CITY—How much one-to-one customization is necessary for direct marketing campaigns to break through mailbox clutter? This and other questions are addressed in a new white paper—“The Impact of One-to-One Marketing on Consumer Response”—from Winterberry Group, a strategic consulting firm serving the marketing industry. Three other firms also contributed to the research initiative—Vertis Communications, Mintel and Responsys.