Ever-changing and intriguing direct mail format rotation
A national telecommunications company mails tens of millions of pieces of mail each month offering their services to consumers who aren’t currently subscribers and also to cross-sell and up-sell those who are. Due to the large volume of mail sent out trying to convert customers, they are vigilant about format fatigue and always looking for inventive ideas to test into their creative rotation cadence.
RRD collaborated with this client to develop direct mail campaigns with unique formats and innovative personalization techniques. A recent, successful example includes a letter-sized envelope kit with:
- Die-cut window showing through to a peek-a-boo visual of a yellow note stick
- Extra-long note stick reiterating the exclusive offer using black ProteusJet™ imaging for variable messaging
- Personalized letter outlining custom offers
- Fully variable outer envelope for dynamic messaging and brand versioning
An extensive amount of imaging was built into this format to accommodate version changes in-line for variable brand logos, offers, and localization techniques. This in-line production allowed large quantities to be produced in a short window of time. Additionally, multiple presses ran simultaneously to shorten production time even further and allowed for the freshest data to be used each month.