Does 1:1 Printing Really Make a Difference?

More and more, we are hearing about print personalization, or variable data printing, to achieve higher response rates and better ROI. But does personalizing by name, geographic location, or demographic information really make that much difference? Can’t you just achieve higher response rates with a better offer? An over-sized postcard? Or a really great design? These things do increase response rates, but they aren’t replacements for a personalized approach. Consider these research findings: 56% of consumers are more likely to buy from a retailer that recognizes them by name. (Accenture) 59% of consumers say that personalization influences their purchase decisions. (Infosys) 84% of consume

Customer Insight Is Key to Personalization

What’s the secret to personalized printing success? It can be summed up in a single word: relevance. You can “personalize” a document with dozens of variables related to a customer’s gender, income, geographic location and more, but in the end, if the document isn’t relevant to the recipient, it won’t be effective. How do you ensure that your personalized mailings are relevant to the people you are sending them to? You get to know them. The industry’s most successful marketers know everything about their customers. They ask questions. They do customer surveys. They conduct focus groups. They collect a variety of customer data that helps them create detailed profiles of those customers. They