Frank Romano

By David Lowndes If you're a regular reader of Target Marketing magazine, you already know that communications aimed at specific audiences deliver better results than undifferentiated marketing campaigns. You also know that adding customization and personalization can boost response rates even higher. For example, the average response rate to a typical, nonpersonalized direct mail campaign is about 2 percent. But, according to a study by David Broudy and Professor Frank Romano on variable printing, the addition of personalization to a campaign can increase response time by 34 percent, the value of the first order by 25 percent, repeat orders by 48 percent and overall

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