1:1 (Personalized) Printing

The world of print marketing is rapidly moving toward customization and full 1:1 personalization. For marketers, the consequences are enormous. It represents an entire paradigm shift in how they think about print.

"1:1 (Personalized) Printing: Boosting Profits Through Relevance" examines the fundamentals of database-driven marketing on a 1:1, fully personalized basis. It starts with understanding the realities of digital printing technology, which drives 1:1 printing, and examines many of the myths behind the incorporation of databases.

Key for marketers is that it does not take a complex database to make 1:1 printing work. Success is based on creating relevance, which can be achieved with a single data point (if the right data point is used). Myths associated with cost are also examined, including the fact that 1:1 printing is necessarily more costly than static direct mail.

Points are illustrated using best-in-class case studies, hypotheticals, and graphics from actual campaigns in key 1:1 printing categories, including lead generation; loyalty programs; fundraising; direct sales; non-direct sales; one-off, personalized follow-ups; personalized URLs; and transactional and transpromotional applications.

Special emphasis is placed on the importance of changing the way marketers evaluate the cost-effectiveness of print marketing, including a shift to cost per lead, cost per sale, and return on investment.

Report concludes with best practices and strategies for success.

Report Quick Stats:

• 64 pages
• 22 graphics, including samples from 1:1 campaigns, hypothetical ROI calculations, and pie charts showing industry adoption.
• U.S. single-site, U.S. multi-site, and global / vendor & association licenses available for distribution to employees and customers

Report Contents:

• Section 1: Introduction to 1:1 personalization and the driving factors behind it.
• Section 2: 1:1 printing basics, including the technology that drives 1:1 capabilities, examples of complex and simple 1:1 printing, and the benefits of using this approach.
• Section 3: Ways to evaluate the success of personalization, including measurement techniques and hypotheticals of static/1:1 print programs.
• Section 4: Analysis of the different classifications of 1:1 printing by technology and application.
• Section 5: "Best in class" case studies of 1:1 printing for each of six key categories: loyalty, prospecting, direct sales, personalized URLs (PURLs), fundraising, and transactional/transpromotional.
• Section 6: How marketers can maximize their advantage through best practices of 1:1 print.
• Section 7: Conclusions for marketers and additional resources that may be useful.