Custom communication: Does it pay?

Abstract

With the prolific use of personalization in direct-response advertising - and now, fully customized text and graphics in both print and electronic communications using digital variable-data printing (VDP) - it would be thought that normative data on conversion rates attributable to its use would be widespread and readily available. In fact, there have been but a handful of studies of the relative economics of customized one-to-one marketing pieces as opposed to static communication - documents which do not change over their life cycles. All have been sponsored or reported by the printing industry. Despite the paucity of such primary research, however, the data from this handful of studies build a case for the value of VDP. It also helps shed some light on the dynamics of one-to-one communication, knowledge which can be helpful in designing pieces that help create more customers more profitably.