What is Personalization?

Personalization or Personal/Variable Printing when done well results in a prospect receiving an advertisment that speaks directly to them and is based on their personal demographic. Every piece produced on press is unique and designed to speak directly to them which keeps your piece out of their circular file and most-importantly leads to increased sales & customer retention. In most cases it is a direct mail piece which calls out directly to the recipients name, interests & desires in order to sell a service or product. The technology however can also be utilized for other individualistic products such as ID badges, sales support documents, business cards, order forms and more...

How Variable Printing Works

The process works much like a mail-merge with a print layout and a database, however it is much more sophisticated and powerful when utilized correctly. It all comes down to the accuracy & relevant detail in your database and the marketing message you come up with that utilizes both variable text & images to speak to your recipient. The results are pretty dramatic in regards to response rates, average orders and retention. Personalization works because it tells your clients that you know them and recognize their uniqueness. If I have two sales letters on my desk, one addressed to “Dear Homeowner” and the other addressed to “Dear Michael,” I know which letter will receive more of my attention.