You can take this particular example one step further.

Include a Personalize URL (PURL) mysite dot com /jeff.smith . html - if you are sending to Jeff as example.

When he visits that PURL then you can do so many things like include a personal audio message and video message.

Did you know 42% of people want to respond online vs phone when they receive direct mail? If you are not directing people to a website you are missing out on a lot of people.