1 Think of a typical utility bill. A customer tears open the envelope, keeps the section with the amount owing on it, and throws out the rest. No one looks at the fine print, and most people will ignore any informational content or upsell opportunities you present to them. Also, in most traditional print scenarios, there is little or no customer segmentation. Each customer gets the same content. Everyone loses because tons of unread material goes straight to recycling, or worse, to the landfill. And for marketers, they’ve missed out on a valuable opportunity. Stay Ahead of the Marketing Curve with Dynamic Communications Static content leaves customers uninformed and businesses unable to upsell. BY MICHAEL DOOMEN Businesses across the world are stuck in the past with paper- b

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