From the course: Print Production: Direct Mail
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Match mail and mail merge
From the course: Print Production: Direct Mail
Match mail and mail merge
- We've all received a letter in the mail with our name in the greeting, and with our name and address on the outside of the envelope. It's very common, so common these days that we really just don't think about how complicated and critical it can be to make sure that the name on the envelope matches the name on the letter. Giving the wrong mail to the wrong person can erode consumer confidence in a brand and just plain aggravate people. Now, let's raise the stakes. Let's say the envelope holds personal medical reports or financial information. Can you imagine the privacy violations and legal issues a company could face if the name on the envelope wasn't the intended recipient of its highly private contents? So, personalized mail brings a new level of complexity to direct mail, but it also brings tremendous benefits. Personalized mail has been proven to be more engaging and is generally perceived as more relevant to the recipient. Not surprisingly, personalized mail averages higher…
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