Personalisation is a way to use your data to customise the content of the print you would like to produce like a wedding or birthday invitation, place cards, table names, Christmas card or any other direct mail you want to produce. Personalised printing enables you to tailor each printed item to match the likes and tastes of that person.
Personalised Print has two main goals. Firstly, it’s used to attract attention. Personalisation allows you to put attractive products right at the point that person first sees it, making the print more relevant to that person and driving up engagement rates so they take an instant interest.
Secondly, focusing a person’s attention on products and services you know they’ll like makes the print easier to use and consequently increases response rates, conversions and ROI for the marketer. Win/win.
Using your data to personalise your wedding or birthday invitation, place cards, table names, Christmas card, mailings, catalogues and brochures is a great place start if you’ve never tried to use your data in this way.
The most basic level of personalised printing is to include elements such as names, addresses and other text taken straight from your database or address book. This information will be printed onto items such as envelopes and the cover page of a catalogue for example. This information is traditionally printed using black inkjet or laser on specific areas left blank after litho printing the main catalogue or brochure.
However, in many cases, you can now print litho and digital inkjet in a single process and even this level of personalisation can be in four colour (speeding up the job and reducing cost!).
You can also add personalised letters or cover introductions (possibly taking it a stage further and including page references for products you think a person will like) and can also leave blank spaces on covers to add a local store address or contact information. All this increases the value of the product to the person, making that person more likely to read it and convert into buying or responding.
The next stage on from basic single-colour personalisation is to use your data and the latest four colour (full colour) printing in more creative ways to enhance product relevancy and usefulness even further and this is called Graphical & Variable.
Four colour ink jetting is now commonplace alongside or even inline (working consecutively as part of a single printing process) which means it’s possible to designate areas of print which will be both full colour and fully personalised within the product.
This means, if you hold profiling data on your person of interest – such as buying history or product preferences tied to product metadata – it’s possible to print covers, carrier sheets or internal pages which display graphics and text determined by the actions of that person themselves.
Quality – In recent years, digital inkjet and laser quality has improved greatly, meaning the quality of personalised digital printing is now indistinguishable from litho to all but the most expert eyes. Mixing digital and litho can now work very well, offering seamless quality so you won’t notice the difference.
Cost is related to how far you want to go with personalising your print and is often dependent on the quality of data you hold. It’s also about finding the best-fit printer for the level of personalisation you require. Some printers can produce corner-to-corner (i.e. full page) fully-personalised printing while others offer simple black on white personalisation – and there’s a whole range in between. The trick is to find the optimal solution which will fit your requirements, drive up your conversion rates and be delivered within your budget.