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One 2 One Marketing |
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Involve your potential customers immediately with personalized printing
by e2 Studio. Using this type of one-on-one marketing is very
effective. Send a customized mailing to every
contact on your list and achieve the improved results of true
relational marketing!
Dynamic Media
Communicating to an audience of one simply makes it more likely that
recipients read it, remember it, and act on it! Also, readers will
respond faster and more often.
That's the power of Dynamic Media. Call it Variable Information
Printing (VIP), Personalized Printing or Database Publishing; more and
more people are reporting tremendous tangible results with it.
e2 Studio's Dynamic Media capabilities provide a flexible, efficient
and affordable solution for creating and producing personalized full
color documents. We help streamline the creation of direct mail,
targeted catalogs and other custom-printed products, for powerful
one-to-one marketing. e2 Studio helps you personalize each copy of a
printed document by changing layout, background, and page elements such
as text, graphic images and even full pages according to a recipientÕs
profile.
Find out for yourself, what many have already discovered, that
personalization works! Personalization increases response rates,
retention, and is generally more profitable.
What is VIP?
Variable Information Printing (VIP), Personalized printing, Variable
Data Printing, Customized printing, Database Publishing, or however it
is called, refers to the printing of unique documents in one print run.
This is done by merging information from a number of database records
with a static document design. This is different compared to printing
identical copies of a document. VIP is, in fact, the biggest
differentiator for On Demand Printing: it allows you to not simply copy
printing, but to print a targeted message!
Most people know about Variable Information Printing (VIP) because they
will have seen transactional documents, such as bank statements, credit
card bills, or investment performance reports. Others have received
Direct Mail pieces telling them something like "Congratulations John,
you are already a winner!" Serial number printing on bills and
receipts, expiration dates on products, billing statements - all have
been printed for many years.
VIP Works!
Many studies on the effect of personalized printing have been
published. Organizations, like the US-based CAP Ventures, the Rochester
Institute of Technology and several marketing organizations, have found
that personalization is more effective than forms of mass
communication. While the results may differ per study or per
application, personalized printing has proven to generate a higher
response rate, faster response time, better content retention, more
orders, and a larger order size.
Levels of Personalization
Personalization can be done on different levels. On a most basic level,
the static remains the same and only a name and address is customized
per letter. This is commonly referred to as a "Mail Merge" application.
The most complex form of personalization would have all variable text
and images, with variable lengths and sizes. Also, the use of color can
be taken into account, where basic personalization is in Black &
White only, and more complex forms of personalization include full
color. Studies have identified several levels of complexity in
personalization. It has also become clear that the majority of VIP jobs
only have a basic "Mail Merge" level of personalization. However, while
research results differ slightly per study, it is safe to conclude that
the more one is zoomed in on the interests of the receiver, the more
likely it is that the reader will read it, remember it, and act on it.
The Rise of 1:1 Marketing
The growth in popularity of VIP is music to the ears of marketing
organizations. Back in 1993 Don Peppers and Martha Rogers published
"The One To One Future: Building Relationships One Customer At A Time".
In it, they argued that the rise of computer use by companies enables
the creation of good customer databases. This, in turn, is the basis of
true relational marketing, or One-to-One marketing, at the expense of
the traditional marketing approach with homogeneous consumer segments,
product markets and market shares. This type of Customer Relations
Management (CRM) has caused a shift in marketing thinking. Many
companies are now experimenting with various forms of One-to-One
marketing. Are you willing to take this bold move into the
future? If so, we can help.
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