Personalization - What's In a Name? (869 words)
As these examples illustrate, personalizing your mail beyond name and address by using customer information, demographics and variable printing can help you mail smarter, boost response and make more money!
For more information: World Color Direct, Jill Davis, (800) 927-0777; ColorStream, Tim Graves, (781) 293-9546; Kreber Graphics, William Black, (614) 228-3501, ext. 6292.
Personalization is not just for major mailers anymore. Electronic printing systems have extended this capability to non-traditional direct mailers.
More data provides greater opportunities for personalization. Because you have the most information about your existing clients, you can exercise personalization best in cross-selling, retention and win-back programs. However, even campaigns to prospects can make use of personalization. If you can fine-tune your list selections, you can vary offers, graphics or copy to target specific needs and/or buying habits.
Technology now extends personalization to fax and Internet distribution. Depending on the application, mail, fax and e-mail may be used independently or in combination to produce the desired results. Focus on building the campaign you need and finding a vendor that facilitates the composition and delivery of the message.
John DeMartino is the director of marketing at Access Communication Systems, which uses sheet-fed laser printers (with spot color), combined with a powerful page composition program, to build customized mail packages. For more information, call DeMartino at (516) 752-3333, ext. 1250.