You’ve seen the power of 1:1 print marketing and decided to give it a try. From data to customer profiling to layout and design, however, there is so much to do. Where do you begin? Start by asking three questions. 1. What are you trying to accomplish? Success starts with setting a specific and realistic marketing goal. “Increasing sales” isn’t good enough. If you are an auto dealership, for example, the goal might be to get customers to return to the dealership for their 50,

If you want to communicate quickly and inexpensively, online marketing can be a powerful tool. But if you want relevant marketing communications that consumers truly respect, then try your personalization in print. In a survey of more than 1,200 people conducted by Zussi Research for ad:tech London, for example, 69% percent of respondents saw traditional advertising as relevant to them. By contrast, only 45% saw online marketing as relevant. Respondents also described online

We are seeing 1:1 printing or “print personalization” more and more places these days. Direct mail. Follow-up marketing collateral. Information kits. What’s the real deal with these applications? Do they really live up to the hype? Or is personalization just a gimmick to get marketers to buy more print? Consider the way you are being marketed to. When you shop online, cookies follow your every move so that page views can be customized to your preferences and purchase pattern

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 r