According to InfoTrends, a study comparing consumer response rates to a variety of direct mail techniques demonstrated that color and personalization can drive response rates much higher than the industry standard of 2 to 4 percent…
1.0% Response Rate – Tier 1
Black and white piece with no personal information
1.5% Response Rate – Tier 2
Black and white piece with personalization, or full-color piece with no personalization
2.0% Response Rate – Tier 3
Full-color piece with name-only personalization.
6.5% Response Rate – Tier 4
Full-color piece with deeper personalization, combined with content that is specific to the recipient.
SOURCE: InfoTrends/CAP Ventures, “The Impact of Color in Graphic Design,” April 27, 2005. Via Print in the Mix.