Who says direct mail is dead? It’s just personal and we have the results to prove it!

Who says direct mail is dead? It’s just personal and we have the re...


A recent article highlighted a prominent Midwest university who successfully deployed direct mail with a PURL to appeal to honors students as part of an admissions campaign. An A/B split test was conducted to research the affect of utilizing variable data printing in a marketing campaign.


Read more of "Who says direct mail is dead? It’s just personal and we have the re..."

Views: 30

Tags: direct mail, multchannel marketing, personalized urls

Comment by Mike Sevigny on March 30, 2011 at 6:50pm

Great info Kelly, your results match mine. With a call to action I got a 35% return on a 200,000 piece mailing for a fashion client of mine. When I tell people the return results they don't believe me, but you have the same info to back it up, so thank you!



Comment by Renee M. Berger on April 19, 2011 at 11:13am

Kelly, Thanks for sharing this great information.


Comment by Renee M. Berger on August 3, 2011 at 4:03pm


Have you ever seen a study that might link the value of Social Media with a relationship for direct mail?



Comment by Jacob R. Mandel on December 1, 2011 at 5:36pm

I have to admit these purl campaigns confuse the hell out of me. I understand the appeal of a personalized mail piece versus a non variable piece but how do you figure personalized mail pieces coming off a consumable devouring copy machine are cheaper then pieces coming off a press? In my opinion having the landing page more customized and just applying the qr code or link while addressing would be the most cost savvy thing to do. Instead of a mail piece with your name written in the clouds just have the website show the name and save money on printing.

Comment by Kelly Kirk on December 19, 2011 at 12:01pm

Jacob, you bring up a great point about one of the major misconceptions about variable data/imaging printing.  The way we are using VDP with our clients is in a strategic manner... Not writing someone's name in fancy cloud writing.

We work with our clients in segmenting their databases into similar audiences, create messaging/imaging that specifically appeals to each of these audiences, and then create the variable direct mail piece accordingly.  A great example of this would be in higher education...  If there's a college in New York City that is looking to increase enrollment, they have different selling points to potential students that live in New York City than with potential students that live in California.  This means it requires different messaging/imagery that appeals to those students in California rather than sending out a generic message to all students.  This type of variable marketing is statistically proven to create higher response rates.  We also integrate this same messaging into a variable landing page that is personalized in the same manner.  


You need to be a member of to add comments!


Latest Activity

Sandra B. Cole posted a discussion

Hard Cover Book Printing

Need source for traditional hard bound book printing - but just 1 ,2 or 3 qty.  So done digitallySize - 10" x 10"Clients was 36 pages plus cover.Paper on pages - vintage look paper with deckle edgeprinting on pages - black ink - 1/1Covers - hard bound with overhang - cloth looking vintage look - printing black ink1,2 or 3 qtySandra Colescole@metroform.comcell - 916-261-7253See More
16 hours ago
Gerald Drumwright posted a discussion

Sales / General Manager

It appears like this is a dead forum but thought I'd give it a shot:Our Southern (Alabama, Arkansas, Mississippi, Tennessee) gaphics business has grown rapidly with great people that are good at their jobs, but beyond the ageing CEO we don't have the kind of goal oriented leadership necessary to take us into the next couple of decades. So we're looking for a talented, ambitious printing veteran that is not afraid of hard work and is, or can be, a great leader. I like the way Warren Buffett put…See More
Mark Thompson posted a blog post Launched

We launched last week and the site is doing well, getting good traffic and inquiries from print distributors, graphic designers  and manufacturers. Our years in the print industry coupled with our years of success with SEO and SEM has really struck a chord. Really pleased with the initial response.We  will probably leave the Free Home Page SEO…See More
Apr 17
Mark Thompson updated their profile
Apr 17
Lisa and Mark Thompson are now friends
Apr 17
PSDA left a comment for Lisa
"Lisa, Welcome to PrintJunkie! "
Apr 11
Lisa is now a member of
Apr 11
Lisa Blevins posted a blog post

Introducing Our New Website and Products

Introducing Our New Website and ProductsIntroducing Our New ProductsIt’s with great excitement that we unveil our new website to you. Aside from an updated look, the new website features a powerful new way to sift through our portfolio of products, making it easier for you to better understand our wide range of services and capabilities. We have made WePrintQuick.Com your one stop shop for marketing your business.Promotional ProductsWe now offer…See More
Apr 10
Profile IconJohn Barr and Mark Thompson joined
Apr 9
Power Graphics updated their profile
Apr 8
Wes Whitelock updated their profile
Apr 2
James Skimin is now a member of
Apr 1



© 2014   Created by PSDA.

About Us  |  FAQs  |  Advertising  |  Contact Us  |  General Terms & Conditions  |  Badges  |  Report an Issue  |  Terms of Service