If you had to answer the question, “What are the best practices in 1:1 printing?” what would you say? I have to answer this question every three or four months when I update “1:1 (Personalized) Printing: Boosting Profits Through Relevance,” a primer and educational tool for printers and their sales teams.
This time around (December 2009 update), I made some significant additions and expansions.
QR codes: I added QR codes into the list of channels and media strategies that should be incorporated into 1:1 campaigns. Not that every campaign should have one, of course. It depends on the target audience. Especially for clients targeting 15- to 35-year-olds and the mobile professional culture, QR codes should absolutely be in the mix.
Expanded focus on multiple media: Increasingly, successful 1:1 campaigns do not work alone. They are working in tight integration with other media, using the same branding, messaging, and business rules. A campaign might use email to promote an upcoming print offer, for example. Then it might use email or SMS text messaging to nudge non-responders or confirm registrations, orders, or other actions the respondent might have taken.
Use of multiple response mechanisms: Too often, marketers provide only a single response mechanism for their offers. Yet, case studies increasingly prove out that having a mix of response mechanisms (print, general URL, phone, personalized URL) can increase response. You have to allow people to respond using the media with which they are the most comfortable.
If you look carefully at the recent case studies, you’ll see what I’m talking about. It’s neat when you see this stuff actually being implemented — and it works!