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The need for personalisation in marketing continues to be demonstrated often times. Study after study implies that consumers respond more readily to communications which are tailored for their situation, needs and desires rather than blanket 'one size fits all' advertising. Based on the vertical sector, personalised campaigns can outperform static ones with a factor as high as 10. While email as well as other digital channels of communication have already been viewed as the simplest and cheapest to personalise, print retains several advantages: it may convey quality, has permanence, reaches all demographics and cuts with the digital clutter. The issue with print - until recent times - continues to be that could not support complex personalisation beyond simple overprinting of text like name and address, due to the cost structure of offset litho as well as other analogue print technologies, which do well at producing multiple identical copies of documents at low unit cost. Digital presses have changed this, enabling documents to become printed at productive speeds and also at top quality while allowing every component of every page to become different, if desired. This will make possible the best in personalisation - another printed document for each recipient. This type of printing is referred to as variable data printing (VDP) but it's often more meaningfully called personalisation, customisation, versioning, variable information printing a treadmill-to-one marketing communication. The concept of VDP has been in existence for a number of decades in some sectors, like transactional printing of bank or charge card statements, insurance as well as other financial documents, however these have typically been limited to variable text, usually in a single colour (black), overprinted onto pre-printed stock. Exactly the same idea continues to be widely applied in mail merges, where name, address along with a limited selection of other text is put into pre-printed promotional material. A far more recent growth and development of this really is transpromo, where marketing messages and provides are put into the transactional documents, sometimes known as 'white space marketing', because the additional material is usually added within the spaces which were previously left blank round the transactional information. The appeal of the approach is the fact that statements and other transactional documents possess a high open rate, so any extra messages placed there possess a good possibility for being seen. For companies that don't possess a regular recurring transactional relationships using their customers, this chance will not exist and what has previously been done is definitely the mass mailer, where standardised content articles are delivered to all recipients - a novel of coupons, for instance - but could be versioned based on postcode or any other demographic information. Personalisation beyond this may extend to printing the recipient's name around the envelope and varying basic information text. True VDP allows any text or image on the page to become made variable in one copy to another to ensure that inside a marketing context different products and provides could be given to different customers within one mailing, based on how old they are, gender, location or any other demographic, their previous purchase history, expressed preferences or inferred interests. It may also enable different selections of pages to become printed based on the same criteria, like a university or college brochure that only features courses related to the recipient. Even better, it allows the client to stay in control of what exactly is printed: instead of assembling paper documents from an in-house or commercially sourced database following some business logic rules, VDP can allow the customer to indicate what's of great interest using a website form or interactive page, the outcomes could be fed in to the VDP page composition system, the customised documents printed and mailed towards the customer, along with supporting information and provides. An example of this type of 'pull marketing' is really a customised brochure for any car, in which the customer selects the model, variant, colour, trim level and accessories along with a brochure featuring that specific combination is produced, printed and mailed. While print might have strengths that digital channels lack, the strongest marketing combination is by using it in conjunction with them, exploiting the strengths of every, to yield a larger quantity of touches for your recipient along with a unified experience across all marketing channels, both on- and offline. Using print in parallel along with other marketing channels is known as multi-channel marketing; once the channels give a level of interactivity with one another to help engage the client and secure the marketing message, it's referred to as cross-media marketing, although the terms tend to be used interchangeably. A good example of media channel integration is the usage of QR codes on printed item that hyperlink to personalised URLs (PURLs) that consider the viewer to customised online content that enhances the printed material. This type of linking also brings an additional advantage to cross-media marketing, in this response levels could be measured automatically and customer progress tracked across the sales journey, assisting to report on, analyse and refine campaigns and also to calculate their return on your investment. For more information about pre printed envelopes business,simply visit our website.
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