Personalized communication remains one of the most important ingredients in a cross media marketing mix.  By targeting a precise group of people with an individualized message you are able to cut your overall costs by reducing the number of messages created and sent out and  increase response rates because you’re communicating information that is most likely relevant to that specific portion of your audience.

To create personalized messages, segment your target audience and then use Variable Data Print technology to print messages that are unique and relevant to your customer.  To further enhance your personalized print message, use a personalized URL.  By using VDP to print personalized URLs, you’re not only able to communicate an individualized printed messages, but you’re also able to engage your recipient on a personalized digital landing page too.

Furthermore, personalized URLs allow you to track exactly who is viewing their pURL and what they click on within the pURL.  Collecting and analyzing this data enables you to follow up with each user according to what information they showed the most interest in within their pURL’s landing page.

Through the use of databases, both your print and digital messages can be unique and relevant to the person you’re communicating with.  But, your print and digital messages should be cohesive with one another.  Your print message can entice the user with just enough information or tell the recipient about a special deal or offer on the pURL or QR code’s landing page.  By offering just enough information to entice your target audience to want more, they’re more likely to click through and, therefore, further engage with your message.  Using a QR code or a pURL you can offer an easy way for your consumer to be transferred from your printed piece to your digital message for more information.

When print and digital media are combined together, they create multiple touch points with your audience, increasing its reach and frequency.  By communicating with your target audience through multiple channels, you can ensure that your message is being heard — and retained.  With print offering a high read and open rate and digital offering a long engagement rate, you can expect to see more consumer responses and ultimately a higher return on your marketing investments.

Timothy Freeman
President
Print & Graphic Communications Association