In the last few years, customized, personalized marketing campaigns have been posting strong results compared with traditional, static campaign styles. Regardless of industry or business, descriptive, well-designed, and well-executed personalized marketing campaigns clearly demonstrate their ability to outpace the competition.
The fact is, people prefer messaging that's personalized and relevant to their specific needs and preferences. Most will completely ignore marketing communications that are generic in nature.The returns for personalized printing vary, from double the normal return at the basic level to 10-15 times the return for fully variable jobs. This naturally depends on content and the relevancy of that content, but the technique presents an effective tool for increasing ROI on marketing campaigns.
Marketers who don't go the extra mile to develop a One-to-One communications strategy will see drastic declines in ROI.
There are several methods of personalization available in One-to-One. The most basic method involves changing the salutation or name on each copy, much like mail merge.
More complicated personalized printing uses 'versioning,' where there may be differing amounts of customization for different markets, with text and images changing for groups of addresses based upon which segment of the market is being addressed.
Finally, there is fully personalized printing, where the text and images can be altered for each individual address. All variable data printing begins with a basic design that defines static elements and variable fields for the pieces to be printed. While the static elements appear exactly the same on each piece, the variable fields are filled in with text or images as dictated by a set of application and style rules and the information contained in the database.
The objectives for our One-to-One program are primarily to increase the ROI on any marketing program where rich demographic profiles are available on our target audience. In many cases, this demographic information can be appended to your existing data, if necessary.
That being said, our One-to-One printing can be used to enhance lead generation, loyalty, nurture, traffic, brand awareness, or almost communication you need to get amazing results from.