Personalized digital printing can boost your conversion rate and build a more loyal customer base. In today’s tech-saturated marketing landscape, prospects are increasingly receptive to printed materials. Delivered via direct mail, in-person engagement, or a combination of both, these tailored prints enhance brand awareness and positively impact your bottom line.

In today’s blog, discover how personalized digital printing can support your small business, whether B2C or B2B.

How a Small Business Can Use Digital Printing

We call digital printing a secret weapon because it is so versatile. With a variety of printing materials, fonts, and colors, businesses are limited only by their imaginations. Digital printing techniques can be used with:

  • Direct mail postcards
  • Custom printed calendars
  • Promotional brochures
  • Product catalogs
  • Promotional items
  • Menus
  • Newsletters
  • Door hangers
  • Signs
  • Reports
  • Business cards
  • Informational one sheets
  • And more

What truly brings digital printing to life is that each item can be customized (your brand colors, fonts and logos) as well as personalized (your customer or prospective client’s name or company name). Imagine the reaction of a high value client who receives a custom bag with their company logo or a coffee mug with their name or picture on it.

This is the power of today’s digital printing technology and its ability to customize and personalize one item or thousands.

Why Personalization Matters

When we talk about the ability to personalize printed materials, you may be wondering why that matters. Every day consumers are bombarded with marketing and advertising messages. Emails, banner ads, retargeted ads on social media, billboards and text ads means they are reached in every way. Consider how much time an average American spends on their smartphone, laptops, computers, TVs and tablets. If not looking at a digital screen, they may be commuting or even sitting at an event full of sponsors and signs.

When a person goes to their mailbox (and studies show more than 50% of Americans have a daily habit of doing so), the tangible nature of mail with their name on it, jumps out. They pause for a moment and interact with the printed piece. When a business uses high quality, engaging design, and personalization, the customer feels an attachment to it. Beyond their name, additional information that is relevant to them, increases the chance for converting them into a more loyal customer.

Some examples of this additional personalization include order history related topics (discounts, new product/cross sale), a birthday or anniversary greeting, or information they have actively requested.

Easy Personalized Digital Printing

In a concept Forbes described as “extreme personalized marketing”, a business sent an email recommending new products based on past purchase history to a customer. They combined this with the consumer’s local weather forecast (using the power of Big Data) to create a very personalized message, making it very likely to convert.

To give another example, imagine these two scenarios and which would have more appeal:

  1. A postcard offering a 10% discount store wide addressed to “Valued Customer”
  2. A postcard offering a 10% discount on the newest, trending color of a sweater you purchased last fall addressed to your specific name

While the first option may get your attention because in general you like the store, the second option is more likely to get you to go to the website to shop for that sweater (and maybe an accessory to pair with it). Time and again studies have proven this and it is exactly why businesses spend money to retarget consumers with relevant, timely and personalized ads.

The Internet of Things (IoT) makes it easier than ever to track consumer behavior and interests and gather data (aka Big Data) for extreme personalization. New Mover Direct Mail campaigns are an example of this in action. A resident can receive a mail piece with their name and directions to the closest urgent care, doggy day care, or restaurant (as examples) in their new neighborhood.

Companies with the capability to design, print, and mail create turnkey solutions for personalized digital printing and therefore bring a tremendous value to businesses.

Plumb Marketing Solutions

Unsure how to leverage digital printing and extreme personalization in your business? Plumb Marketing can help. Our experienced printing professionals help with ideas, design, product sourcing, list creation, printing, mailing, and more.

If you can imagine it, we can make recommendations to meet your budget, and create solutions for fun, engaging promotional mailers and products to exceed your goals. Contact us today to learn more about how you can build your business with personalization and digital printing.

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