In a former life, I did a lot of variable data marketing pieces.
Barbara’s right, in that the return rate on traditional, non-
personalized mailers is in the 2% range, if you’re lucky. Usually,
it’s around 1%. (Probably worse yet these days.)
The return rate on personalized, data driven pieces averages around
20%. The drawback is that they’re a lot more expensive to print, and
you have to have a database of recipients to drive them. This is a
good argument for keeping a database of your clients, with more than
just name & address. If you know that person X buys vessels, and
person Y buys rings, you can automatically swap out the images and
target the mailer that much more accurately. (This is why Google’s
database of personal preferences is so valuable to advertisers in
the world of web adverts.) Some of the systems will even (for a fee)
set up personalized websites, such that each mailer has a slightly
different URL on it. So you know exactly who responded, what they
looked at, (when) and how interested they were, even if they never
bother to hit “reply”.
There are some serious tools out there, but unfortunately, none of
them come cheap. Most of them cost at well above the level that the
average craftsman is going to even consider.