June 2003

Variable Data Printing
There may be many reasons to include variable data printing (VDP) in your marketing or acquisition endeavors, but response is usually the biggest motivator. VDP transforms ordinary direct mail marketing into true one-to-one marketing.

While response rates to standard direct mail usually settle in the single digits, VDP direct mail can drive response to 20 percent or more. In some cases, better response than other media (radio, etc.) can be achieved.

A physician's office of about 30 doctors recently opted for VDP on a simple postcard (postcard size) to inactive patients. Variable data on the postcard size piece included a picture of the recipient's personal physician, along with the doctor's phone number and signature. The response to the mailing was over 26 percent, beating out radio and newspaper ads for the same campaign.

More exciting than higher response, however, is faster response. Marketers are also enjoying a quicker response than is normal for standard direct mail.

To help you appreciate the potential of variable data printing, we have prepared an online example of VDP at http://www.mailCCI.com/variable_data_printing/index.asp.

To learn more, contact us at 800-279-2505, or mailto:info@mailCCI.com or http://www.mailCCI.com/contact.asp.

Workshare Discounts on Returned Packages
The USPS has asked the Postal Rate Commission for an experimental rate structure for Parcel Return Services. The rates are for a service the post office is considering for parcels that are returned by consumers to businesses.

Postage rate discounts are called workshare discounts by the USPS since the mailer is sharing in the cost of mailing services by taking on some of the work involved. In the case of returned parcels, the post office is testing a new workshare discount that reduces return postage on parcels that are returned when the mailer picks up the package at a USPS designated facility thereby reducing USPS transportation costs.

News Poll
Send your vote to mailto:webmaster@mailCCI.com or vote online. Visit http://www.mailCCI.com and in the Interactive menu choose Today's Survey.

Do you currently utilize variable data printing in your marketing efforts?

____ Yes
____ No

We'll post the poll results here in next month's e-newsletter.
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Results of last month's poll: 

Do you mail more or less than the average 3% of undeliverable mail pieces?

56% More
44% Less

See the results of other surveys CCI has conducted online at http://www.mailCCI.com/data/surveys.asp.

www.mailCCI.com
Like any service industry, direct mail companies have nothing to offer but customer service. In spite of all else, it is the ability to satisfy a customer that will make or break them. Of all the things Kay Dawson has learned in her 30 years in the marketing industry, what's made CCI successful is the idea that great customer service is not a skill to be learned but an attitude that dictates actions.

Kay, June's employee spotlight, leads by example in satisfying customer needs - whatever they may be. Kay's enthusiasm for the job and commitment to her employees drives us to not just do our job, but do whatever it takes.

Customer satisfaction is a priority here. That's the example set by the very first CCI employee, Kay Dawson. Read more about her at http://mailcci.com/direct_mail_employees/kayd.asp.