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| Technology now allows you to personalize customer communication through variable data print applications. In order to effectively execute this strategy, however, you need to have three essential ingredients: a well-maintained database of clients with up-to-date and accurate information; commercial print capabilities from a high-end commercial-quality digital printing company; and lastly, a creative consultant who understands and knows how to maximize this technology specifically for your marketing efforts. |
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| Axis Creative Group can assist with all three aspects. We utilize excellent mailing lists which can provide the foundation for building your own all-important list. Additionally, we have strategic relationships with commercial printers, as well as the experience necessary to custom-craft personalized projects of any scope. |
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The art of personalization involves tailoring each piece specifically for an intended recipient. For example, if the postcard is going to Jim Stone, age 43, and his hobbies are skiing and mountain biking, his postcard would have a picture of a middle-aged skier and a promotion from a resort that offers skiing in the winter and mountain biking in the summer. Today's technology lets you change each piece dynamically as they are printed.
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| Variable data capabilities could also include sales material which varies from department to department, or college recruitment materials that vary in accordance with a prospective student's choice of major (or hobbies, graduating year, etc.) Variable data printing could also be used to send out appointment reminders (for Dentist Offices, Doctors, Veterinarians, etc.), personalized birthday cards, holiday cards and thank you cards to clients as each occasion dictates. |
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The technology for variable data printing can be quite cost effective overall, because the act of personalizing the material induces a far higher response rate (and thus brings down the overall Cost per Response) as detailed in this chart:
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Number Mailed |
Cost per Card |
Campaign Cost |
Response Rate |
No. Responses |
Cost per Response |
| Personalized* |
3,000 |
$1 |
$3,000 |
10% |
300 |
$10 |
| Static* |
3,000 |
$.50 |
$1,500 |
1.5% |
45 |
$33 |
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| *Published in Printing News - May 14, 2007 |
| For more information on any of these services please contact us. |
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| So put the power of personalization to work for your company, and let the experts at Axis Creative Group show you how today's technology can help you increase sales and effective client contact. Contact us today to discuss how Variable Data Print technology can help build your business. |
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| THE POWER OF PURL's |
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| Personalized URL's (or PURLs) are truly genius. PURL's have introduced a revolutionary method to track results of printed campaigns. Not only can PURLs help separate cold, warm and hot leads from within your list of existing clients (or prospective clients.), they can also help maintain your list more accurately. |
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| A personalized URL involves integrating the recipient's name as part of a level-1 domain name. An example of a PURL would be http://tomjones.acme.com. When Tom Jones receives his postcard in the mail and visits the website you've targeted for him, he is greeted with a personalized landing page with his name and appropriate information tailored to him. |
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| Meanwhile, your website logs the data so you can review it later. The type of data logged would include when the person first went to the site, how long they were on each page, what page they exited the site and on what day and the time of day the sites traffic is highest. Depending on the layout of your landing page, Tom might be enticed to fill out a simple form that would allow you to store his information in a database for future campaigns. |
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| But what if Tom receives the postcard and doesn't ever visit his personal web page? Not to worry - technology set you put him on a separate list so you can follow-up ith him via postcard or email to remind him that his page s still available and contains a special promotion just or him. |
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| PURL's are an extremely powerful marketing tool - one that today's smart business owners utilize to increase responserates and client follow up. Our expert staff at Axis Creative Group can design a PURL application and campaign specifically for your business, so contact us today and put the power of PURL's to work for you!
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| Contact us today for a complimentary consultation, and we'll show you why personalized print design is the smart solution for your business! |
