Personalisation in

Print

PersonaliSE

Print

Although not a new concept, personalising your print can still create a wow factor, not to mention increase response rates and customer engagement. Check out how personalisation in both content and imagery can be work with our PIVOT solution. 

a new era

IN PERSONALISATION

If you’re only adding your customer’s first name to direct mail, you’re missing a huge opportunity. Consider personalising your images as well as your content.

Firstly, let’s clear up the fine print.

Although many providers group personalisation and customisation together, PIVOT views them differently. Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

If you’re only adding your customer’s first name to direct mail, you’re missing a huge opportunity. Consider personalising your images as well as your content.

Firstly, let’s clear up the fine print.

Although many providers group personalisation and customisation together, PIVOT views them differently. Why? Because we think they hit slightly different buying triggers. Personalisation creates engagement and a bond with your brand or product, customisation makes the message relevant to purchase history or buyer profile. 

PIVOT personalised direct mail piece

PERSONALISATION

PIVOT personalises content and imagery with a name, birthday or other unique feature to grab attention. It might use your customer’s suburb in the copy to create a personal relationship, and their name in the clouds to make a WOW statement. 

CUSTOMISATION

Customisation creates relevancy and interest with content and imagery, not necessarily personalised, but still resonating with the individual because of past purchse history, profile, or stage in the buying cycle .

PIVOT personalised content
PIVOT personalised content

PERSONALISATION

PIVOT personalises content and imagery with a name, birthday or other unique feature to grab attention. It might use your customer’s suburb in the copy to create a personal relationship, and their name in the clouds to make a WOW statement. 

PIVOT personalised content

CUSTOMISATION

Customisation creates relevancy and interest with content and imagery, not necessarily personalised, but still resonating with the individual because of past purchse history, profile, or stage in the buying cycle .

PIVOT personalised content

personalising your print …

 

1. BUILDS LOYALTY

People tend to choose businesses who remember them and demonstrate some amount of familiarity (too much is creepy, so beware of crossing the line). Using their name or other unique feature can make a customer feel important, special and validated.

2. creates likability

Just like face to face conversation, if someone remembers and uses your name, you tend to like them that little bit more. Personalisation is interpreted as being caring and empathetic, and creates a stronger bond with your brand, product or service.

3. two way dialogue

Direct Mail is undoubtedly a harder channel to track and measure, so building rapport with your customer is an important start to a two way conversation. Using your customer’s name (especially in imagery) will get their full ‘listening’ attention. Now it’s time to let them ‘speak’ by intergrating a personalised landing page as part of your Call to Action.

4. unique identifiers

Ever named your pet or child after a relative, childhood sweetheart or popular movie star? Names are powerful associators that prompt specific and unique responses in our mind. We all identify by our ‘name’. Combine this with the tactility of print, and you’re on to something new … or perhaps something old looking new again.

personalising your print …

 

1. BUILDS LOYALTY

People tend to choose businesses who remember them and demonstrate some amount of familiarity (too much is creepy, so beware of crossing the line). Using their name or other unique feature can make a customer feel important, special and validated.

2. creates likability

Just like face to face conversation, if someone remembers and uses your name, you tend to like them that little bit more. Personalisation is interpreted as being caring and empathetic, and creates a stronger bond with your brand, product or service.

3. two way dialogue

Direct Mail is undoubtedly a harder channel to track and measure, so building rapport with your customer is an important start to a two way conversation. Using your customer’s name (especially in imagery) will get their full ‘listening’ attention. Now it’s time to let them ‘speak’ by intergrating a personalised landing page as part of your Call to Action.

4. unique identifiers

Ever named your pet or child after a relative, childhood sweetheart or popular movie star? Names are powerful associators that prompt specific and unique responses in our mind. We all identify by our ‘name’. Combine this with the tactility of print, and you’re on to something new … or perhaps something old looking new again.