One-to-One Marketing

Using Variable Printing To Personalize Direct Mail

READY TO SEND OUT YOUR NEXT DIRECT MAIL CAMPAIGN?

Don't just send it, make it a personalized one-to-one marketing campaign! Put your direct marketing to the test. If you've always printed your direct mail as a static piece without using variable printing to personalize it, now is the time to get more creative and test the results of one-to-one marketing.

One-to-One Marketing is a great way of connecting with prospects and clients.

Using one-to-one marketing in a complete multi-channel marketing campaign can drive higher response rates.

Some examples of response rates are:

• Taser Education: Had 45% of their recipients visit their personalized URL within the first 6 months.



• Specialty Retailers, Inc.: Sent postcards to newly moved customers with a personalized map showing driving directions frmo their new address to the nearest store and included a coupon for 25% off their first purchase. The program had achieved coupon redemption rates as high as 42%.

Example of A One-to-One Direct Mail Campaign Using Variable Printing Click on a picture to enlarge it.

Use variable printing to personalize the front of the postcard with the person's name and use a variable image that matches each segment.

Use the person's name on the backside of the postcard and include the person's name and address printed directly on the direct mail piece. You could even integrate your campaign by using a Personal URL (PURL), driving the person to a personal landing page on your website.

Color, messaging, and imagery can be personalized by the variable printing. Here, you see there are 3 different versions of the same direct mail piece; each one using variable data & imaging printing.

Integrate your direct mail campaign with an email as follow up to the postcard.
 
 
 
 

Using a Personal URL (PURL) to drive customers and prospects to a personalized landing page on your website can be very effective. Make sure the call-to-action is very clear.

 
Use the opportunity of a landing page to gather more information about your prospects and clients by asking a few questions.