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State of 1:1 (Personalized) Printing

  • January 2014
  • -
  • DigitalPrintingReports.com
  • -
  • 60 pages


1:1 (personalized) printing has been around for two decades now, and for the most part, it needs no introduction. But what is the current status of this marketing approach and what are the best practices for success? How does printing — particularly personalized printing — fit into a marketing world increasingly shifting to electronic media?

“The State of 1:1 Printing: 2014” looks at the current state of 1:1 printing, from industry data to marketing trends to best practices in more than a dozen marketing categories (lead generation, direct sales, fundraising, transpromo, customer service and support). Data and industry trends are supported with a voluminous real-life examples and case studies. The report also discusses the role of 1:1 printing in increasing the effectiveness of a marketing program, comparing more than a dozen types of metrics alongside real-life examples and case studies.

The report includes the following sections:

Section 1 looks at the driving factors and challenges behind 1:1 personalization.

Section 2 looks at 1:1 printing basics, including creating a marketing database, and the benefits (including some less commonly discussed) of using the 1:1 approach.

Section 3 looks at the variety of metrics used to evaluate the success of personalization, including the difference between response rate and lift, cost per lead, dollars per sale, lifetime customer value, and return on investment.

Section 4 looks at the benefits of 1:1 printing that go beyond response and conversion rates to some of those less-discussed.

Section 5 looks at each of the application categories, supported with best practices examples and case studies.

Section 6 looks how to maximize your advantage through 15 best practices of 1:1 print and provides additional resources that may be useful to you.

Table Of Contents

State of 1:1 (Personalized) Printing
TABLE OF CONTENTS
INTRODUCTION 5
DATA COLLECTION ON THE RISE 6
CUSTOMERS BECOMING MORE COMFORTABLE WITH GIVING DATA 7
HOW DOES PRINT FIT INTO THE MIX? 9
SECTION 1: PERSONALIZING THROUGH PRINT 10
WHY PERSONALIZATION IN PRINT? 10
BEST PRACTICES ROCKET SALES GROWTH 11
BEYOND DIGITAL PRODUCTION 13
DATA: WHO'S GOT IT? 14
MULTI-¬?CHANNEL MARKETING 16
ADDING CHANNEL INTEGRATION 18
DON'T BE AFRAID OF DATABASES 19
JUST DO IT! 21
WHO'S DOING 1:1? 22
SECTION 2: 1-TO?1
PRINTING BASICS 24
PRODUCTION CATEGORIES OF 1:1 PRINTING 24
DESIGN and DATA BASICS 25
SPECIAL ISSUES FOR DESIGN 26
CREATING A MARKETING DATABASE 26
KNOW YOUR TARGET AUDIENCE 28
SECTION 3: BENEFITS OF 1:1 PRINTING 30
#1: INCREASED RESPONSE RATE 30
#2: HIGHER PER?ORDER REVENUES 30
#3: ABILITY TO TRACK AND PROVE ROI 31
#4: SAVE MONEY 31
#6: BUILD CUSTOMER LOYALTY 33
#7: CREATE NEW APPLICATIONS 3
#8: GREEN YOUR PRINT MARKETING 33
WHAT ABOUT DATABASES? 34
RELEVANCE, NOT VOLUME 36
SECTION 4: EVALUATING COST-BENEFITS 37
METRICS AND TRACKING 37
OTHER BOTTOM?LINE SAVINGS 40
SECTION 5: CASE STUDIES
IN 1:1 PRINTING 42
LEAD GENERATION 42
LOYALTY PROGRAMS 43
FUNDRAISING APPLICATIONS 43
DIRECT SALES APPLICATIONS 44
PERSONALIZED URLS 46
CUSTOMER LOYALTY/CUSTOMER RELATIONSHIP MANAGEMENT 48
PRE?FILLED RESPONSE CARDS 49
PRODUCTION EFFICIENCY 50
TRANSACTIONAL and TRANSPROMOTIONAL 51
1:1 ON ENVELOPES 52
PERSONALIZING WITH HANDWRITING 54
SECTION 6: BEST PRACTICES FOR 1:1 PRINT 56
CRITICAL LESSONS FROM THE FIELD 56
TABLE OF FIGURES TYPES OF DATA BEING COLLECTED 5
WHAT HAS IMPROVED WITH DATA COLLECTION IN THE PAST YEAR? 6
CONSUMER WILLINGNESS TO PROVIDE PERSONAL INFORMATION 7
CUSTOMERS' VIEWS ON DATA ANALYSIS 8
INCREMENTAL SALES LIFT AND INCREASE IN CUSTOMER RETENTION RATE FOR BEST?IN?CLASS MARKETERS 12
PERSONALIZED 3D MAILING WITH DARK SOLIDS 13
PRIORITY OF BIG DATA ANALYTICS BY COMPANY SIZE 16
RESPONSE RATES BY MULTI?CHANNEL MIX 17
LEVEL OF MULTI?CHANNEL CAMPAIGN INTEGRATION (BEST?IN?CLASS MARKETERS VS. EVERYONE ELSE) 18
EXAMPLE: PANCHERO'S BENEFITS FROM MAPPING 20
PARAGON FINANCIAL PERSONALIZED DIRECT MAIL PACKAGE 22
SAMPLE PERSONALIZED URL QUESTIONNAIRE 32
PERSONALIZED 3D MAILER FROM BIG IDEAS, BIG RESULTS 37
EXAMPLE: JAY PONTIAC?BUICK DIRECT MAILER 45
CO?OPERATORS PERSONALIZED NEWSLETTER 49
SIMULATED HANDWRITING WITH LOGO SWAP 55
EF GROUP PERSONALIZED DIRECT MAIL PORTION OF A MULTI?CHANNEL MARKETING CAMPAIGN 56
BAZZIRK PERSONALIZED LUMPY MAIL CAMPAIGN 58

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