- Published: July 2014
- Region: Global
The State of 1:1 (Personalized) Printing: 2013
- Published: January 2013
- Region: Global
- 60 Pages
1:1 (personalized) printing has been around for two decades now, and for the most part, it needs no introduction. But what is the current status of this marketing approach and what are the best practices for success? How does printing — particularly personalized printing — fit into a marketing world increasingly shifting to electronic media?
“The State of 1:1 Printing: 2013” looks at the current state of 1:1 printing, from industry data to marketing trends to best practices in more than a dozen marketing categories (lead generation, direct sales, fundraising, transpromo, customer service and support). Data and industry trends are supported with a voluminous real-life examples and case studies. The report also discusses the role of 1:1 printing in increasing the effectiveness of a marketing program, comparing more than a dozen types of metrics alongside real-life examples and case studies.
The report includes the following sections:
Section 1 looks at the driving factors and challenges behind 1:1 personalization.
Section 2 looks at 1:1 printing basics, including creating a marketing database, and the benefits (including some less commonly discussed) of using the 1:1 approach.
Section 3 looks at the variety of metrics used to evaluate the success of personalization, including the difference between response rate and lift, cost per lead, dollars per sale, lifetime customer value, and return on investment.
Section 4 looks at the benefits of 1:1 printing that go beyond response and conversion rates to some of those less-discussed.
Section 5 looks at each of the application categories, supported with best practices examples and case studies. Section 6 looks how to maximize your advantage through best practices of 1:1 print.
Section 6 draws important conclusions for marketers and provides additional resources that may be useful to you. SHOW LESS READ MORE >
How Does Print Fit Into the Multi-Channel Mix?
Best Practices Rocket Sales Growth
Section 1: Personalizing through Print
Beyond Digital Printing
- Data: Who's Got It?
- Relevance: More than Data
- Multi-Channel Marketing
- Adding Channel Integration
Don't Be Afraid of Databases
Designing for Personalization
Who's Doing 1:1?
Production Categories of 1:1 Printing
Section 2: 1:1 Printing Basics
Creating a Marketing Database
Dividing into Fields
Appending as Necessary
Converting Numbers into Meaningful Variables
Know Your Target Audience
Section 3: Benefits of 1:1 Printing
Benefits of Personalization
- Increased Response Rate
- Higher Per-Order Values
- Ability to Track and Improve ROI
- Save Money
- Update Contact Database
- Build Customer Loyalty
- Create New Applications
- Green Your Print Marketing
What about Databases?
Relevance, Not Volume
Section 4: Evaluating Cost – Benefits
Metrics and tracking
- Response Rate
- Cost per Lead
- Conversion Rate
- Cost per Sale
- Revenues per Sale
- Lifetime Customer Value
- Return on Investment
- Other Bottom-Line Savings
- Lead Generation
Section 5: Case Studies in 1:1 Printing
Direct Sales Applications
Non-Sales / Customer Relationship Management
Pre-Filled Response Cards
Transactional & Transpromotional
1:1 on Envelopes
Personalizing with Handwriting
Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for more than 20 years.
Her industry commentary can regularly be found on top industry blogs and trade publications, as well as the newsletters, blogs, and publications of private companies.
She is known for her meticulous research and no-nonsense perspective.