Easy Ways to Personalize Print Marketing Materials
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By personalizing print materials, businesses can see a lift in success..
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06/14/11
Many businesses realize that personalization is key to print marketing campaigns, but they believe they don't have any relevant data to create materials that truly speak to the recipient. However, as print marketing expert Alan Rosenspan recently told Direct Marketing IQ, companies often only need a single data point to do this.
For example, he worked with an insurance company that was trying to get policy holders to boost their coverage. By simply looking at the date clients first signed up, Rosenspan was able to create copy that spoke to recipients.
"This was very successful, and driven just by one data point - the year they took out their policy. The rest was public information," he explained.
One simple data point, such as a customer's name, is often all businesses need, as long as the sample is worked into the creative in a meaningful way. Companies can maximize this effect by leveraging variable data printing to ensure each piece of collateral is personalized for the specific recipient, whether they are using envelope printing or greeting card printing.
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