What if you could tailor each marketing message to each individual?

Well, here’s some good news. You can!

In fact, many retail companies have been doing it for years, sending you coupons for the products that according to their data, you are most likely to buy. Of course, having this robust amount of data takes time and when utilized incorrectly some consumers would consider this amount of information invasive. Have you ever visited a website and then seen an ad for that website a few moments later? Have you ever talked about a product and then seen an ad for it? Fortunately, there are ways you can personalize without being as intrusive as some ads can feel. 

It can be as simple as seeing your name at the top of a letter, an extra personal touch to a mailing. You can add almost any information for which you have data in this fashion, such as company, job title, birth date, etc. We’ve all seen when this process goes awry however when you get something that reads Dear #valuedcustomer#, we have great deals in #yourcity#. These mishaps have even become an internet meme. If you’re going to use data, please take the time to ensure that it’s complete. 

Personalization can certainly be more complex though. Let’s say you’re sending a postcard to residents of nine cities. Instead of sending the same postcard to all of your prospects, wouldn’t it be cool and perhaps more interesting to the recipients in each city if their postcard prominently featured a location in their city? You can do this by most any demographic. We call this variable imaging and this is where personalization gets really exciting. With our Canon ProStream 1800, variable imaging can be done on an individual basis, much like those retailers we mentioned at the start. You’ll need the data to back it up but we have the experience to help you with that as well.