So in many ways both of these can be considered "Personalized", However when
the audience gets large enough we may have to resort to non-personalized
printing in order to meet economy's of scale that eliminate marketing to the
person, and replace it with marketing to a segment of people or interests. A
quick example would be 20,000 pieces vs. 250,000 pieces. We can easily digital
variable print (aka
Variable Data Printing) anything from 500 to 35,000 pieces
or more and keep costs reasonable and response rates elevated due to the
investment. But at 100,000 pieces it becomes too easy to reduce costs
dramatically by breaking down the project into tiers and foregoing any "Hello
John" from the copy.
At 250,000 pieces we have probably strategically broken it into many tiers,
some of which stay digital to maximize personalization and postage. The other
versions are maximized on a traditional press due to price efficiencies when you
are not paying per-click charges that digital presses require. This is Database
Marketing and the management of a campaign to optimize costs and response as
well as postage and delivery balancing. This is one of the greater things
we are know for as well as the actual segmenting and variable coding of the
project, much of which is in our proprietary programs to maximize flexibility.
You don't get this done at 'a Printer', this is Direct Mail and Database
Marketing at it's core and belongs with database marketing professionals so you
get real results, real savings and a 360degree understanding of the balance of
all the above. This is where CSG Direct has earned much of our reputation! ..more Database Marketing information
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Direct Mailing Blog
