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Personalisation is no longer the new kid on the marketing block. Today we receive customised direct mail, emails, even video, often without realising the content has been specifically chosen to suit our demographic or previous brand interaction.

So why are marketers opting for personalised 1:1 communications?

BUILDS LOYALTY

People tend to choose businesses who remember them and demonstrate some familiarity (too much is creepy, so beware of crossing the line). Using a name or other unique feature about a customer will make them feel important, special and validated, making them more likely to return.

CREATES LIKABILITY

Just like a face to face conversation, if someone remembers and uses your name, you tend to like them that little bit more. Personalisation is interpreted as being caring and empathetic, and creates a stronger bond with your brand, product or service.

printcraft personalisation in print

PERSONALISATION IN PRINT

Print is probably one of the most well known and well used forms of personalisation today. This channel will handle everything from simple letter salutations, to personalised imagery, graphs, tables and content. It’s also easier, and more budget friendly to prepare and execute than personalised digital or video communication.

As personalised print is generally delivered via mail, it’s important to choose a supplier with experience in both areas. Preparing, printing and processing customised content is complex, with many checks and procedures required to ensure accuracy. 

Here are a few easy options for personalising printed content.

 

geographic personalisation printcraft

GEOGRAPHIC PERSONALISATION

For retail or multi division outlets this is an obvious way to drive foot traffic into your stores. Define geographic locations by a postcode or suburb name, or a flag in your data. Provide image files of correspoding maps leading customers directly to your front door.

geographic personalisation printcraft

NAME PERSONALISATION

The most common type of name personalisation we see is in the salutation block of a letter. Be open to using a customer’s name in more creative ways, like imagery. For more information on creating personalised images, check out our fact sheet Preparing for Personalisation.

graphs and tables personalisation printcraft

GRAPH PERSONALISATION

This is a powerful tool for representing and influencing future behaviour. Use graphs and tables to demonstrate a customer’s ‘potential’ by using your product or service.

DIRECT MAIL FACT SHEET
DIRECT MAIL FACT SHEET
DIRECT MAIL FACT SHEET
DIRECT MAIL FACT SHEET
printcraft personalisation in print

PERSONALISATION IN PRINT

Print is probably one of the most well known and well used forms of personalisation today. This channel will handle everything from simple letter salutations, to personalised imagery, graphs, tables and content. It’s also easier, and more budget friendly to prepare and execute than personalised digital or video communication.

As personalised print is generally delivered via mail, it’s important to choose a supplier with experience in both areas. Preparing, printing and processing customised content is complex, with many checks and procedures required to ensure accuracy.

Here are a few easy options for personalising printed content.

 

geographic personalisation printcraft

GEOGRAPHIC PERSONALISATION

For retail or multi division outlets this is an obvious way to drive foot traffic into your stores. Define geographic locations by a postcode or suburb name, or a flag in your data. Provide image files of correspoding maps leading customers directly to your front door.

geographic personalisation printcraft

NAME PERSONALISATION

The most common type of name personalisation we see is in the salutation block of a letter. Be open to using a customer’s name in more creative ways, like imagery. For more information on creating personalised images, check out our fact sheet Preparing for Personalisation.

graphs and tables personalisation printcraft

GRAPH PERSONALISATION

This is a powerful tool for representing and influencing future behaviour. Use graphs and tables to demonstrate a customer’s ‘potential’ by using your product or service.

If you’re only adding your customer’s first name to direct mail, you’re missing a huge opportunity. Consider personalising your images as well as your content.

Firstly, let’s clear up the fine print.

Although many providers group personalisation and customisation together, PIVOT views them differently. Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

PERSONALISATION vs CUSTOMISATION

Although many providers group personalisation and customisation together, the Printcraft software views them differently.

Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

PERSONALISATION

PIVOT personalises content and imagery with a name, birthday or other unique feature to grab attention. It might use your customer’s suburb in the copy to create a personal relationship, and their name in the clouds to make a WOW statement. 

PIVOT personalised content

CUSTOMISATION

Customisation creates relevancy and interest with content and imagery, not necessarily personalised, but still resonating with the individual because of past purchse history, profile, or stage in the buying cycle.

PIVOT personalised content

PERSONALISATION vrs CUSTOMISATION

If you’re only adding your customer’s first name to direct mail, you’re missing a huge opportunity. Consider personalising your images as well as your content.

Firstly, let’s clear up the fine print.

Although many providers group personalisation and customisation together, PIVOT views them differently. Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

Although many providers group personalisation and customisation together, the Printcraft software views them differently.

Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

PERSONALISATION

PIVOT personalises content and imagery with a name, birthday or other unique feature to grab attention. It might use your customer’s suburb in the copy to create a personal relationship, and their name in the clouds to make a WOW statement. 

PIVOT personalised content

CUSTOMISATION

Customisation creates relevancy and interest with content and imagery, not necessarily personalised, but still resonating with the individual because of past purchse history, profile, or stage in the buying cycle.

PIVOT personalised content

A MULTI CHANNEL EXPERIENCE

Print is often considered a ‘difficult’ channel to measure. Unlike digital, it doesn’t report open rates or engagement, can’t be tracked by bots, and requires consumers to take considerable steps to respond to an offer. Sadly, we see the increasing shift towards digital because of many of these reasons.

As print advocates, of course we believe there is a balance and savvy software solutions like Printcraft’s PIVOT can make print more measurable and responsive. 

 

PURLS

If you’re unfamiliar with the acronym, PURL stands for personalised URL. A web address to a page as customised and personal as your printed piece, and because it’s personalised, it can be populated with everything you already know about the customer.

landing page

QR CODES

The mobile option of the PURL is a QR code. A commonly used barcode that can be scanned by most smart phones, to take you again to your generic or personalised landing page.

 

qr code

SELF MAILERS

While it’s not a digital component, self mailers include an integrated response mechanism as part of the printed piece, making it quick and easy to respond.

printcraft self mailer
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