At the first introduction to the use of “personalization” in printed material, marketers jump at the chance to have a more personal conversation with the people they want to reach. With even the ability to insert each name and address from a list of thousands into a customer thank you letter or merge an individual’s first name into the salutation line of a fundraising appeal, marketing professionals can see the increased return that personalization can produce.
With the latest, state-of-the-art imaging software now available, Ultra Graphics design experts are now taking this personalization success story to even greater heights.
Personalization opportunities are no longer limited to only minor text modifications. Instead of a generic informational message, how much closer attention would your customers pay to your latest promotional mailing if they saw a photo of the sales representative they speak to every week smiling back at them on the cover? How about a handwritten note with their own name right at the top reminding of an important discount opportunity?
With variable imaging, a marketer is no longer limited to sending the same, generic material that treats every customer the same.
Consider these:
- A postcard from a car dealership to recent buyers with a picture of the happy new owners in front of their vehicles.
- A custom message that would hide or display itself based on the targeted recipient’s data (for example, a specific message to men or women, or just adults 65 years and older, or just people with an address in Lockwood).
- Targeted offers to people with a certain range of household income, or various coupons based on how much money they’ve spent.
- A variable photo of a storefront that’s closest to the customer’s home address (if you have multiple locations).
How it Works:
- Provide a mailing list with the variable image data.
- Collect and prepare the variable images by removing the background and making them the same size, proportions and quality.
- Create the “static” artwork that will be the same for every recipient.
- Merge the data onto the static art, and the result is a finished piece that utilizes variable text & images!
Want to learn more about Variable Data Processing and how it can increase your marketing success?
