One-to-One Marketing

Despite the direct-mail industry’s broadening interest in digital color printing, concerns remain about cost versus revenue. “There’s no conclusive proof that color personalization beyond statement printing pays for itself in the long run with sustained use,” says Joe Webb, a former consultant and owner of TrendWatch. “Studies show price offers and similar incentives offer virtually the same results as full-color personalization for less total cost. Can it increase the perceived value of a statement from, say, a brokerage firm? Sure. Does it make people want to invest more? No.”