More Personalization, Less Money
When it comes to direct mail, there’s no denying that personalization works. And, in most cases, the more personalization you put in a package, the better. Nowhere is this more evident than in the commitment some mailers have to inline production and in the extra fees others are willing to pay for match mailings. But if the design limitations of inline aren’t for you, and the added hand work and cost of match mailings make multiple personalizations within a package cost prohibitive, you may want to try a drop-cut reply.
This production technique allows a mailing to have a personalized letter and reply device without the added cost of a two-way match. In a drop cut reply, the letter and reply device are laid out together in legal format (8-1/2” x 14”) and then printed, personalized and folded as one piece. The reply is slit loose while it’s folded inside the letter, so the two pieces can be inserted in the envelope as one. The result is two separate, personalized pieces for the price of one, and when you insert this into a window envelope, you save another match. The applications of this inexpensive tactic are limitless, including simplifying response with a prepopulated reply device; including dedicated customer service numbers for best customers; personalizing donor ask strings; making win-back offers for lapsed customers; and using personalized landing pages, to name a few.