Printers Should Sell Variable Data Printing Services

customer retention, re-activation, lead generation or conversion. Reviewing previous campaigns should reveal which techniques have been used previously, how successful they were and which formats their customers prefer; in personalised communication, customer preference is key, so effective marketing must address them on their own terms. The kind of documents that lend themselves to a personalised approach are those that are designed to generate demand. These include catalogues, brochures, inserts, flyers, newsletters and other promotional items. If it looks like a personalised print campaign (possibly in addition to online multi-channel or interactive cross-media elements) is appropriate, the next question is what customer data is available to personalise it. Many companies already have a customer and prospect database built up through events, direct mail, previous sales 6Un5Kvih
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