The Levels of Personalization

Just when you think you understand variable data, a new curve ball, there is multiple layers of personalization. In my last post, I told you a little about data and the importance of a database, and often the quality of the data dictates which level of personalization works best. The key is to start somewhere and improve your database as you go. The end goal is to know as much about each individual audience member as possible and use that information to fully customize your marketing pieces.

From the “least relevant” way to communicate with a customer through the “most relevant”, here are the different levels a document can be customized:

Static
This is a “one size fits all” marketing message. Your marketing piece is “mass-produced” generally using traditional offset printing and every customer will receive the same marketing message.

Personalized
The simplest form of variable printing. Each customer’s name and address will appear on each document to attract attention but the marketing message is static and exactly the same for each and every customer.

Versioned
Segmented versions of a marketing piece are created to meet the needs of different groups. Your customer base is segmented, and broke into smaller groups. This could be by demographics, interest, gender or other attributes. For example, car owners could be segmented by the model they own. Each piece is then personalized and sent according to the appropriate version.

Fully Customized
The ultimate application of direct marketing, each document’s content is fully customized to be highly relevant and tailored to a specific individual. A document is dynamically composed and everything in the document can be varied depending on the customer.

Velocity Print Solutions provides all levels of personalization. Please feel free to contact me with any questions you have about Variable Data Printing and what level is right for you.