The Top Ten Ways Print Helps You Prosper: #9 - Print is personal

It's time to put each prospect's name up in lights, literally. Or use a skywriter to put your personalized message to them in the clouds. Or maybe you want to include a photo of the specific product in which they expressed interest. Print can do all that and more because print takes marketing personally.

Using variable data printing (VDP) and one-to-one messaging techniques, you can personalize each and every piece of your print campaign - right down to the specific photos you use and every word of your pitch. Did some one say relationship building?

According to a 2004 report by Interquest, the response rate for customized color direct mail campaigns ranges from 6% to 75%, with an average of 21%. The response rates were, on average, 5.6 times higher for customized color versions than for simple mail merge applications. The more you individualize print, the more individuals you will inspire.

  ©2006, The Print Council, Washington, DC, www.theprintcouncil.org