Speaking of ink jet, another recent package caught my eye because of the "versioned" message they were able to feature. Using a double window on a #10 package, Parsons Technology teases their offer for Quicken Family Lawyer with a show-through headline on a certificate-top letter inside: "George Duncan: If you don't have a will, the state of New Hampshire has one for you...but you may not like what it does! The solution enclosed(sic) --  for a limited time, it's only $19!"

I think there's a word or two missing there. Nevertheless, it makes a powerful statement that targets me by name, and mentions my state so it sounds like they've researched it and they know what they're talking about. It also tells me the solution is enclosed -- inviting me to get inside, and it gives the price, which Parsons Technology probably figures makes this a no-brainer offer.

The headline on the letter picks up my name again and suggests: "George: Protect your family and everything you own!" Well, ok, if you put it that way.

Ink jet is primarily a consumer technique, though it's used in business mailings, too. Next issue, we'll look at a few business- to-business mailings.