Editor's Notes: The Year of 2008
Fourth, there's been a slow growth in the self-mailer department. For example, even a scattering of nonprofits have gone where no nonprofit has gone before: the self-mailer. This means a greatly truncated message, of course, but much more color and the push for multiple ways to respond make this an appealing format for some groups.
Fifth, there's also been a slow growth in personalization, in everything from #10 packages to postcards to oversize, in-line produced efforts. These efforts are more personalized on the outer along with variable imagery that may work for the prospect, and then inside you're more likely to see more skillful personalization than in years past when the prospect's name, sometimes misspelled, was simply repeated too many times.
Sixth, in the last year I've witnessed an evolution of the outer, with more one-color outers in order to stand out in the mail to all the white. Whether it's all black or ING-popular orange or yellow, you're just more likely to see one strong shade of color. The back of the envelope also is getting increased use for key copy and imagery, and sometimes a window is put there rather than the addressed side to entice the prospect with what's inside.