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Response
Rates
Adding color and applying database information increases
response rates by more than 500 percent compared to a static
black-and-white mailing. Illustrations 1–4 demonstrate
the effects of adding a name, adding color or adding both.
The real payoff comes in illustration 5, which ties the mailing
to something you know about the recipient, such as past buying
habits. Good customer intelligence – in the form of variable
information – combines with full-color graphics to produce
formidable results. |
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