The piece below is from a PURL direct response marketing campaign.
As you see, the front of the card is personalized in three different ways. One, using the last name in the headline. Two, the last name is printed on the mailbox. 
And lastly, the PURL address is personalized with their last name as well. PURL campaigns are meant to drive up response rates in one of two ways: The mail is much more personal, and response is heavier due to driving traffic to a PURL website landing page.
Todd Schnick. Be Intrepid. www.intrepid-llc.com
