« Speciality Imaging | Chocolate Direct Mail »
VDP Hall of Shame
Over the years, I've built up a collection of select VDP applications, both good and bad. One of the worst VDP applications that I've ever received was a direct mail postcard from a VDP vendor promoting their software.
The DM postcard was sent by Datalogics promoting their DL Formatter VDP product (now Printable FusionPro). I received mailer in 2004, shortly before Datalogics sold their assets and technologies in DL Formatter to Printable.
This postcard mailer features two images on the postcards front; one with a generic letter in the trash and another addressed to 'Dear Mary' which apparently resulted in a lead. My name is not Mary, but I still understand where they're going with this.
On the reverse of the postcard was some product information with an address block overprinted on the postcard — yes, that's right, the only personalisation was an overprinted address block! Isn't the whole purpose of this mailer to show the value that personalisation brings to DM? Even though this was an overprinted shell, Datalogics had no excuse. Surely they could have made a little effort to carry through the personalisation value proposition from the front of the postcard and personalise the message on the reverse.
Well done Datalogics, you've truly earned a place in the VDP Hall of Shame.
Posted on Tuesday, 30 October 2007 at 5:32 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/45