Daytona Beach

Personalization is a popular direct marketing tactic to help stand out among the clutter that enters consumers’ mailboxes and inboxes. But in today’s technologically advanced world, simple personalization doesn’t cut it anymore. “We follow the Seth Godin school: You have to be absolutely remarkable to make a difference,” says Jay Regan, vice president of client development at Daytona Beach, Fla.-based cross-media marketing solutions organization DME.

Personalization of direct mail pieces requires a substantial investment, but it may be just the sort of new technology that any lagging direct mail campaign needs in the current economy—including preparing for when things get even worse.

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