The ability to personalize is one of digital printing’s greatest strengths. And it pays dividends. Research by Printing Industries of America/Graphic Arts Technical Foundation (PIA/GATF) found that adding color and personalization—like the recipient’s name—to a direct mail piece increases responses by 135%! If even more personalization is added to the color piece, responses increase 500% over a static black-and-white mailer.¹
1 Peroni, C. Digital by Design. www.paperspecs.com. Accessed December 2007

Design | Print

You’ve seen what works and doesn’t with personalizing. Provide your recommendations as early on as possible so the designer can maximize the benefit of one-to-one marketing.

“It’s important to always ask before you start designing a personalized piece which software the printer supports. While you can print to a press from any page layout program, plug-ins for customization are very specific.”

Tip: Alert the designer to the software program you prefer for personalization.