I want you to know what you're listening to next time you hear Personalization, also known as Personal/Variable Printing. You know this was accomplished when a potential customer received an ad that addresses his or hers wants directly. This give you a voice to speak directly to your target market. Whether print or digital, the uniqueness of these designs is made to increase sales and conversions as well as retention.

One of the most traditional ways of serving personalized ads is through the mail. Direct mail pieces go out with the recipient's name, interests and wishes based on information gathered through other avenues. This is seen a lot from credit card companies? pre approved letters. This technology can also be used for individualized product creation such as ID badges, plastic cards, support documents, orders, checks, and more.

Due to the amount of variety needed in this process, Variable printing is necessary to create these pieces. Much like a large scale mail-merge database, the sophisticated and powerful variable printing technology can do amazing things when used correctly. Accuracy and relevancy are extremely important during this process. Especially when utilizing both written and visual images.

The results from such marketing techniques can be quite dramatic when it comes to conversion rates and client retention. This works because you're saying to your client that you them and that you understand what their needs and wants are, and that you're ready to serve them. A ?Dear John? is much better than a ?Dear Neighbor?.