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Creative Rotation Strategy Avoids Format Fatigue, Lifts Response | Telecom

lit carousel ceiling in the evening

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.


20% lift in response over control
Shortened production time for roll-out in quantities of millions
Stable rotation of winning formats to avoid format fatigue
Before a roll-out in quantities of millions, the example above was first tested in smaller batches to determine how well it performed. A back test confirmed results. This yellow note stick package achieved a hefty 20% lift in response over the current control.
Through RRD Marketing Solutions’ creative rotation strategy, this telecommunications client purposefully rotates a stable of winning formats to avoid format fatigue. Although the offer remains somewhat consistent, it is delivered in ever-changing and intriguing format styles.