Direct Magazine, www.directmag.com, December 2006, summarized what they considered the new direct mail technologies, including:

1) Two-way mailers, typically a tear-off response card and reply envelope.  Economical to produce, and with digital printing all elements may be customized.

2) Teasers, printed on outers, used on premium packages.  I just received a renewal offer from PC World Magazine, with a teaser that read, "PC USER ANNOUNCEMENT: IMPORTANT MAINTENANCE SCHEDULE ENCLOSED."

3) Fonts that mimic handwriting which, when used with the latest laser printers, appear very close to real handwriting. 

4) Dynamic imaging involving the manipulation of a photo or graphic to include an element of personalization, such as having your name spelled out in a bowl of alphabet soup.

I'm not certain why these technologies are considered cutting edge.  I think I've seen them all in my mail box several times already this year.  And that's the trouble with all these expensive solutions, to keep them fresh they have to be reinvented frequently. 

If I see a teaser on the envelope, isn't a give-away that the envelope contains a solicitation? The Direct article gave an example of, "Deliver by month/day/year."  Last month I received a "deliver by" teaser with a date that had already passed.   Yes, the indicia was for bulk mail, another give-away that the contents of the envelope are probably junk.

And the personalized messages in a handwriting font?  If I don't know the person signing the note, how personal can the message really be?   Do people really open envelopes because their name is spelled out as part of a graphic? 

I have yet to see something really cutting edge, like a personal note in business envelope with copy so short and to the point that I actually care to read the message.  Keeping it simple may be so old school that it could be the leading edge—if anyone would ever try this approach.