Let's Talk Personalised Print

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Let's Talk Personalised Print

Businesses have been operating in the digital age for over a decade, yet the reality is that many firms are only just beginning to properly incorporate the potential that internet technology brings. The past ten years have been full of innovations and exciting new developments on the hardware and software fronts.

This onslaught of newness has tempted many companies, including print service providers (PSPs), to shift into “catch-up” mode. Whatever the newest gadget is, they must adopt it or risk falling behind their competitors. This desire to keep up with today’s rapidly evolving digital landscape has, even if only subconsciously, created a disdain for the more established and familiar tools and technologies, such as print.

Since the dawn of the digital age, all of us have heard the “print is dead” prediction in news and other commentary. Although this statement has an element of truth, it has been largely exaggerated. Print’s days of channel dominance are over, but it remains a powerful means of communication. Digital is here to stay, so it’s more important than ever for printed communications to become fresh and innovative. Even in today’s digital world, well-positioned personalized print can generate higher engagement rates and stronger revenue streams.

Using Data to Fuel Personalization

While the arrival of certain consumer data protection laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Protection Act have made collecting personal a bit more regulated, PSPs still have access to a plethora of information that can be used in their personalization efforts.

Some of the best data to acquire from clients involves demographic information. This knowledge, which includes things like birth date, home/business address, and other pieces of information, is often fairly static. As such, companies will not have to reach out with repeated data gathering efforts to ensure that everything is up to date. To provide an example, a piece of direct mail that arrives on the recipient’s birthday (and includes a birthday greeting and a related discount or promotion) will likely prove far more successful than a more generic communication.

 

Elevate your customer relationships with greetings. Contact us today to learn more.