Hey, you! When’s the last time a generic greeting caught your attention more than hearing your own name? We can’t think of one either. Whether you’re walking down the street or planning a marketing campaign – people like personalization.
Why not tailor your communication techniques so they’re unique for each of your customers? Variable printing is more effective at prompting your reader to take action and can be printed on coupons, brochures, direct mail and more! Instead of sending out 1,000 identical mailings to your customer contact list, (we’ve heard it called “spraying and praying,”) send one mailing inviting James or Jennifer by name to check out your new inventory, or ask a customer if they need your services in their home at 14 Front Street.
You can customize prints with a variety of different things, but the most common ones businesses request are customers’ names, purchase history, demographics, and geography. You could even include a customized map that shows your customer exactly how to get to your business from their home - these direct mail pieces have been shown to generate a 40% higher response. Here are some examples of variable printing pieces:
Another way to create a customized experience for your customer is to include a pURL, or a personalized page that’s a part of your website. pURLS have some of the same fun, interactive elementthat we talked about with QR Codes in an earlier blog post. Directing a respondent to a pURL makes it possible to track responses, giving you a way to measure the response rate and success of a mailing.
There are many ways variable printing and/or a personalized URL can be integrated into your next marketing campaign. Contact us today for ideas on how to take your campaign to the next level.
We’d love to hear from you - what’s the most creative personalized piece you’ve seen a company use? Comment below!
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