Newest Technologies for High-Impact Direct Marketing Showcased by Xerox and G.A. Wright Marketing, Inc.

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Innovative marketing technologies and practices proven to boost response rate by as much as 500 percent were showcased by Xerox and other technology firms at a recent marketing symposium hosted by G.A. Wright Marketing, a full-service direct response company in Denver, CO. Marketing experts discussed current practices and processes for personalized customer communications that significantly increase response rates and overall ROI. Xerox showcased its iGen3 Digital Production Press that can produce personalized marketing materials with comparable quality to offset printing quickly and affordably. G.A. Wright Marketing experts present proven strategies for building revenue through innovative direct marketing practices.

Innovative technologies and practices proven to increase response rates by as much as 500 percent were recently showcased to marketing professionals at a symposium held by G. A. Wright Marketing, Inc. in Denver, Colorado.

Experts from G. A. Wright, a full-service direct marketing agency, and Xerox Corporation, showed marketers from various industries the latest breakthroughs in digital printing processes that enable businesses of all sizes to affordably develop highly relevant and personalized marketing materials.

Research shows that when customer communications is personalized, response rates increase significantly. For example, a study conducted by Romano and Broudy showed a 44 percent increase in response rates when a person’s name was added to a black and white letter. When color and individuals’ names were used, the increase jumped to 135 percent and most significantly, to 500 percent when color, personal name and relevant information were included.

“Personalized marketing is now within the reach of any business, regardless of size or budget,” said Gary Wright, founder and CEO of G. A. Wright Marketing, Inc. “Today’s technology allows us to more efficiently take a business’s customer list, sort it into appropriate segments, and create a highly personalized piece that gets noticed, opened, and ultimately acted upon. Being able to affordably create communications of high relevance to various customer segments is the key to successful and profitable direct marketing in today’s competitive markets.”

Attendees to the G. A. Wright New Marketing Innovations conference held June 14-16 were introduced to Xerox’s iGen3&red; Digital Production Press, which allows businesses to digitally produce personalized customer communications with comparable quality to offset printing quickly and affordably. G. A. Wright is one of a select group of direct marketing agencies currently using this system.

Presentations on other cutting-edge direct marketing practices were also conducted throughout the three-day event. These included information on trends in consumer response to advertising, how to build effective marketing databases and mailing lists, email and online marketing strategies and applications, and best practices for reaching baby boomers. The New Marketing Innovations Conference was part of a Grand Opening Gala honoring the opening of G. A. Wright’s new 73,000-square-feet building in Denver, Colorado. Experts from Equitec, DoubleClick, University of Denver, and other organizations shared insight on the latest methods and technology for increasing returns on direct marketing investments through powerful database management and personalization programs.

“Direct marketing is one of the most powerful tools available for building long-term and profitable relationships with customers,” continued Wright. “Sharing knowledge about the latest trends, technology, and best practices with marketers from around the country is a wonderful way to celebrate the growth of our company and the opening of our new facility.”

For more information about digital personalization processes, current direct marketing strategies, or upcoming events at G. A. Wright Marketing, contact G.A. Wright at 303.333.4453.

About G. A. Wright Marketing, Inc.

G.A. Wright is one of the largest direct marketing agencies in the U.S. providing a full-range of direct marketing services for businesses in all areas of consumer and business-to-business marketing. Services include strategic planning, data analysis, creative development and production, database and program management, internet services, offset and digital printing, mail processing and fulfillment. Founded in Denver, Colorado in 1987, G. A. Wright serves a wide range of clients in seven countries from global enterprises to start-ups enabling them to execute highly efficient and successful direct marketing strategies and campaigns. Founder and CEO Gary Wright is the author of numerous studies and reports on advertising and direct marketing and is a sought-after speaker for marketing and business events. For more information, visit or call 303.333.4453.


Jeanette McMurtry

G. A. Wright Marketing


Suggested Photo Caption:    

Gary Wright, CEO and Founder of G. A. Wright Marketing, reviews a digital print from Xerox’s iGen3® Digital Production Press with Julie Oehmke, director of Variable Printing Solutions for G.A. Wright Marketing. Attendees to G. A. Wright’s recent New Marketing Innovations Conference were introduced to the latest technologies for personalized customer communications. The three-day conference and gala was held in celebration of the grand opening of the Denver-based marketing agency’s new 73,000 sf building in the Stapleton Business Park. For more information, visit or call 303.333.4453.


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