Why Personalize Print?
More and more, we are hearing about 1:1 printing or “print personalization” (using printed pieces, often with four-color text and graphics, to talk directly to recipients based on name, gender, past purchase history or other information) to achieve higher response rates and better return on investment (ROI). What’s the real deal with these applications? Is this really a smart marketing approach? Or is it just a gimmick to get you to buy more print? Consider the way you are being marketed to. When you shop online, you are asked to register so that the site can greet you by name. Cookies follow your every move so that when you return the page views are customized to your purchase or viewing patterns. At the grocery store, your receipt is printed with coupons based on the items you just purchased. When you receive mail from your financial services provider, it contains information only on those funds in which you have invested or that the company is trying to sell you based on your past i
