Target marketing: one-to-one and customizing

Yes, you can improve response rates

Studies in 2001 from CAP Ventures, an industry consulting firm, showed many beneficial results with personalization. Order size and value improved 24.5%, increases to revenue/profit were 31.6%, response rates 36% and repeat orders 48%. Meanwhile, response time decreased 34%.

You can read about real campaign results at PODi, the Print on Demand Initiative. Go to www.podi.org for more information.

There are many terms associated with relationship marketing and VDP. Here are some you will hear.

Target marketing: This is a type of marketing that involves targeting distinct sectors of a company’s customer base with different, relevant messages. For instance, children would get one message and senior citizens another. Or, those who live in warm climates get a different message from those in cold areas. Several campaigns are developed and a digital press is used for multiple short runs. Another term is category marketing or versioning.

One-to-one marketing: In target marketing, the same basic message is going to all customers within the sector. In one-to-one-marketing, an entirely different piece is printed for each person. The amount of variability can be as small as the name or as large as everything on the page. The more personal the document, the more effective it will be with the prospect. This is also called an “audience of one.”

Customization: This is a tool for creating target marketing, by using data/images about each person that may apply to others, as well. For instance, many customers buy the same item, or like the same color car. Auto manufacturers produce car brochures with red, blue and silver cars on the covers. When you customize several versions of a brochure for different groups it is also called versioning.

Personalization: Using unique, personal data about each person, this tool can be used to create one-to-one marketing campaigns. The data could be a name, financial information, healthcare data or your last 8 purchases. A letter with your name is a simple, personalized document.

Transactional printing: Transactional is a specialized type of VDP that has been in use since the 1970s in black-and-white. It is produced in data centers utilizing computer information to create data-intensive documents with personalized information, such as statements and invoices, on a monthly basis. With the advancement of short run digital color, these transactional documents are also being used as marketing pieces. Monthly bills get attention.

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Useful Information

NexPress Specifications

What is Variable Printing?

Understanding the Trends

Variable Printing — Start Me Up!

Variable Printing Adds Value

Target Marketing: One-to-One and Customizing

Additional Reading

The Challenges of Variable Printing

A Cynics View of Response Rates

Frequently Asked Questions About Databases

Variable Printing Glossary

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