SMARTMAIL
Personalized Printing

Personalized printing (also known as variable data printing) is a method used to tailor a direct mail piece to a particular individual within a particular demographic. For example, if a pet store plans a direct mail campaign to all existing customers, the store can use its data on what type of animal each of its customers owns in order to personalize each postcard. Each card could include a photo of the specific type of pet that each particular patron owns so that a dog owner receives a postcard with a photo of a dog, a cat owner receives a postcard with the photo of a cat, and so on. When this type of personalized printing is used, each recipient receives a direct mail piece customized to them and more likely to generate response.

Personalized print direct mail pieces increase response rates in double digits. Research has shown that just using a person's name in a mailing will increase traditional response rates by 44%. Integrating even more specific information in color and through graphics, as in the example of the pet store, will increase response rates even further. You may also want to consider using a pURL (personalized URL) to see even greater return on investment.

Learn more about pURLs...