PMi eNewsletter 6-07 | Ivana JohnstonDate Submitted: 6/1/2007 2:35:49 PM

It's the future of marketing that's here today. Personal, impactful, and persuasive. Unlike standard printing presses, our HP Indigo has the unique ability to produe customized full-color printing on each and every sheet of a press run. Now you can truly communicate with your customers on a one-to-one basis. Think of the possibilities. Tailor your messages according to an individual's specific wants and needs. Appeal directly to them. Mass mailings suddenly become highly targeted, telling diverse audiences different things and most importantly exactly what they want to hear!

You don't just want it produced. You want it to produce.

Back in the day, personalization meat overprinting a recipient name in a space left void in the design. It was an obvious gimmick and in reality, not very personal at all. But today, we have technology to make personalization truly integrated with your marketing communications. And not justpersonalized text, but also personalized imagery, illustrations, logos, anything you can imagine. This means your message will have the very best opportunity possible to connect with customers. And that's more than personal. That's powerful.

What is VDP? Variable Data Printing (VDP) is a revolutionary digital printing process that allows you to customize the content of your documents, making them more relevant to your audience. Every document in a print run can be different. And the content that changes i not limited to text or black ink—full color graphics and text can be changed on the fly based on logic that you control. The possibilities for targeting your messages to your customers and prospects are endless. With VDP you can:

• Test Designs and Concept
• Target Individuals and Small Groups
• Tailor Offers
• Automate Sales Processes
• Create Foreign Language Versions
• Vary Content Based on Geographic Region or Sales Territory
• Personalize Pieces for Extra Attention
• Improved ROI

The real reason that marketers are so excited about the ability to vary content is that the more relevant a message is to each reader, the higher the response rate is. And the higher the response rate, the greater the return on your investment. Well-crafted campaigns often see response rates more than 5 times greater than that of their static counterparts.*

*Source: Romano Study on Personalization – click here for full white paper.

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