Ever-changing and intriguing direct mail format rotation
Sending tens of millions of promotional mailpieces each month to an unsubscribed audience, format fatigue is inevitable. Aware of this negative effect, one national telecommunications company wanted to improve response by testing new and inventive ideas within its creative rotation cadence.
RRD Marketing Solutions 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.