Focus On: Personalization: Dear Mr. Sample
Personalization works, Mr. Sample. Just be sure to get it right, Mr. Sample. And please, Mr. Sample, don't overdo it.
A simple game of high-low
Despite the charm and intimacy of direct mail personalization, certain donor constituencies might not always welcome the special attention with open arms. Willis Turner, senior writer at Richmond, VA-based direct marketing firm Huntsinger & Jeffer, has observed some stark differences in how high-dollar and low-dollar audiences respond to personalization.
- Companies:
- Huntsinger & Jeffer Inc.
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