Personalized Communications -

Personalized Communications – Your Top 5 Questions Answered

After posting our blog Why Personalized Communications are the way to go, we received a lot of feedback and inquiries about personalization. We had the opportunity to reach out and speak to Jon Landua, Director of Sales & Business Development here at EarthColor to get some answers. We gained considerable insight and wanted to share what Jon has shared with us.

Top 5 Questions

Question

What are some of the personalization techniques that are commonly used?

Answer

Techniques vary, but some of the most common ones are offer codes, variable messages, recipient name or salutation, unique phone numbers, personalized offers, sales or product owner information targeted to a group or individuals, etc.


 

Question

What are some techniques that are not so common?

Answer

The more sophisticated the variable, the less common. For example, it’s much easier and takes far less programming to print a unique offer or bar code in only one area vs. a piece that’s completely variable on one side of the piece or multiple pages.


 

Question

Does the variable printing delay the overall production and mailing process?

Answer

Not necessarily. Variable data printing can take longer to program on the front-end, but we have very fast and efficient production processes and expert team members on the back-end.


 

Question

Would you recommend personalizing mail pieces or not? Do you believe it offers valuable benefit to a company?

Answer

Absolutely. There have been numerous studies that show targeted communications receive better response rates than those that don’t. However, the response of a piece is mostly dependent on 3 attributes: the format of the piece, the audience/date and the offer.


 

Question

Are there any concerns or challenges that clients face when personalizing their mail pieces?

Answer

I would say the biggest challenge clients face today is compiling good data for their prospects and clients. Once clients know who their customers are and how to personalize communications, they can develop messaging and programs that deliver a positive ROI.

Have a question you want to ask Jon or one of our other experts? Click here to send a message or comment below!

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