Digital Printing Innovations & Personalization

When you’re connecting with customers and potential customers in today’s world, it’s all about personalization. Whether the materials are digital, printed, or a combination of the two, customers click with a bespoke, curated experience.
Fortunately, with the advancements in today’s digital printing world, it’s easy to reach customers in a more sophisticated, direct way.
The Evolution of Digital Printing
Direct mail already has a personalization advantage. Many folks (over 70% in some surveys) report that they view direct mail as more personal. 55% of consumers in the United States expect direct mail to be personalized.
In other words, you’re already one step ahead by understanding that digital printing is a key to unlocking that personal connection with your customers.
The world of digital printing has experienced rapid advancements over the recent years, and it’s transforming the industry. For example, on-demand printing used to be considered the latest technology, and now it’s become the expectation.
Today’s focus is on the advances in digital printing as it relates to customization and personalization. Variable data printing is at the foundation of personalization, but it really goes deeper.
With today’s data, you can make each piece unique with custom text and images to really show customers that you’re listening and understanding where and how they shop. The most important part of the job is having good data—from there, your options are astoundingly limitless.
Data to Support Segmentation
How personal can you get? Well, let’s take a sporting goods retailer as an example. If their data can support segmentation, one group of soccer fans can receive materials highlighting the latest in soccer shoes and gear. Another group who leans toward basketball in their purchases can get materials targeted to their time on the court.
It’s all about aligning the message with what your audience wants and where their interests lie. When that data goes into the front end of printing, the automation related to the technology can fully amplify your ability to personalize.
Send customers coupons and marketing materials related to previous purchases. Your weekly mailer becomes so much more impactful when the contents match the consumers’ shopping lists and are tailored to them—it’s unignorable.
If you know enough about your client, you can design pieces that are more masculine or more feminine to catch different consumer’s eyes. You can make your materials highly personalized to a specific industry like manufacturing or technology. With the right data, it’s all possible!
Imagine the possibilities for your industry:
- Retail: Send out personalized mailers showcasing products based on purchase history.
- B2B: Offer industry-specific brochures tailored to specific audiences, departments, and segments.
- Nonprofit: Send out fundraising appeals personalized with past contribution details.
- Education: Appeal to potential students by highlighting programs and majors in their interest area.
It’s hard to ignore a piece tailored to your interests and concerns. It feels personal and it resonates.
Benefits of Today’s Digital Printing Innovations
Today’s digital printing innovations allow you to get personal, and there’s several advantages to drilling down to really speak to individuals.
Target & Scale Marketing
Personalization drives engagement and digital printing lets you customize groups and even individual pieces so they’re exactly the right message for each recipient. Whether you have a campaign of 100 or 100,000, today’s advances make personalization possible at any size.
Efficiency & Sustainability
For optimum personalization, speed is required. After all, consumer’s lives change quickly. They may not have items they purchased six months or a year ago. Fortunately, digital printing has extremely fast turnaround times, reducing waste as compared to traditional methods. When the message is current, the message stays relevant. Get your customers engaged while they’re excited about their recent purchases.
Leadership in Digital Printing Innovations
At Heritage, we specialize in helping you with highly personalized and customized print materials that resonate with many diverse audiences. If you have the data to support it, we can make it happen.
The digital printing landscape is full of possibilities. Personalize each piece with texts, pictures, and special offers. If you need assistance, reach out. We know how to help you get meaningful, impactful results to transform your marketing campaigns and touch your customers on a personal level.