One-to-One Marketing

Other catalogers use their front and/or back covers to send personalized messages to customers, while still others produce titles with versioned inserts that introduce new products, promote the company’s Web site or prompt customers to visit a local retail store.

Indeed, one-to-one marketing has changed the consumer’s mail experience and continues to shape buying habits. If it’s done right, one-to-one marketing can pay off in exponential dividends, says Ted Gaillard, senior vice president of sales and marketing at Vertis Direct Marketing Services. His company provides marketing and advertising solutions to more than 3,000 clients. “Two things are hurting the business,” Gaillard says. “The cost of prospecting is rising, and response rates have been on the decline.”