1:1 (Personalized) Print: Boosting Profits Through Relevance

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. This report 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.