Posts tagged: Personalization

Color Plus Personalization: Selling the Value of Inkjet

Barb Pellow
 Aug 1, 2016

In today’s market, making a good first impression is everything. With information overload at every turn, people will now only glance at a website, mailpiece, or video before deciding whether it’s worth their time. Marketers are seeking strategies to create better pieces with strong visual appeal that prompt the consumer to read further or take action. For many marketers, this means turning to color and personalization.

An Infographic from Kissmetrics on how color can affect conversions highlighted the psychological impact of color on the human brain. Key statistics are as follows:

  • 93% of people say that the visual dimension is the #1 influencing sense that affects their purchasing decision (over taste, smell, etc.).
  • Studies suggest that people make a subconscious judgment about a product within 90 seconds of initially viewing it. Up to 90% of this assessment is based on color alone.
  • Magazine readers recognize full-color ads 26% more often than black & white ads.

It is no wonder that today’s marketers are focused on adding more and more color to communications. According to InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies, over 80% of enterprises stated that full-color printing for promotional and transactional communications is important.

Figure 1: How important do you think it is to switch printed communications from black & white to full color?

SlidesforWTT0721

According to InfoTrends’ study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth, the intelligent use of color in direct mail often generates improved response rates. Full-color images can capture a consumer’s attention with realistic depictions of advertised products. Color can also be used to personalize messages by matching pictures or text to items that the customer has purchased in the past. Furthermore, nearly 49% of consumers reported that seeing color on an envelope had a moderate or major effect on their likelihood of opening it.

The use of color in customer communications is not a new phenomenon. Historically, direct mailers and transactional communication service bureaus have digitally printed in black & white and relied on offset-printed shells to provide color design elements such as logos, highlighted text, and tints. Today, however, digital technologies can deliver near-offset quality and high speeds, all while meeting today’s marketing requirements for 100% variable content and envelope messaging.

For marketers, the inkjet value proposition transcends far beyond cost per print. It offers the ability to deliver color that gets noticed with a completely new approach to communications. Service providers must educate customers about how inkjet technology blends full color with individualized messaging to drive business growth. Print/marketing service providers must articulate how they can support enterprises in delivering communications efficiently and effectively.

The investment in inkjet is about delivering new levels of value to your customer base. Today’s print engines, finishing technologies, and workflow solutions have the flexibility to deliver on the age-old promise of one-to-one personalized messaging in full color. Marketing executives are seeking techniques to improve customer loyalty and grow their businesses with more engaging and dynamic communications. It’s time for service providers to have the right conversations with customers and help them get noticed!


For more information on InfoTrends’ 2016 State of the Market Study on Customer Engagement Technologies or InfoTrends’ Direct Marketing Production Printing & Value-Added Services study, please contact Keith LaVangie at (781)616-2132 or keith.lavangie@infotrends.com.

Millennials Won’t Respond to Printed Catalogs and Direct Mail, Right? WRONG!

Eve Padula
 Jun 7, 2016

In a world where consumers are inundated by online requests and e-mail messages, printed communications really cut through the clutter and attract attention. Although some might think that tried-and-true marketing methods like direct mail and catalogs primarily appeal to Baby Boomers, InfoTrends’ research shows that even Millennials are responsive to these communications.

In late 2015, InfoTrends conducted a benchmark study entitled Direct Marketing Production Printing & Value-Added Services: A Strategy for Growth. This effort included an in-depth survey to uncover what the future holds for marketers, consumers, and direct mail printers. The findings from this survey were broken down by age demographic, and respondents between the ages of 18 and 34 are considered Millennials for the purposes of this study. Read more »

Happy Valentine’s Day, Mr. Hamilton

Jim Hamilton
 Feb 13, 2014

While it’s nice to see my name written in rose petals (or in clouds or candies or footprints in the sand), by itself this form of personalization, though eye-catching, is not enough. Using variable data requires more than just a person’s name.

With a very small amount of information (for example, name, address, and account status) it is possible to create a much more effective document. Read more »

2013: A Turning Point for Inkjet in Production

Jim Hamilton
 Dec 10, 2013
Though inkjet has been a hot topic since 2008 (remember the ‘inkjet’ drupa?), it is hard to underestimate the continuing impact inkjet is having across all areas of the graphic arts. I think 2013 marks an interesting turning point. Inkjet is everywhere from document printing to labels & packaging to decorative to functional and 3D printing.

Gartner Hype Cycle

3D printing had to be one of the most talked about topics of 2013 and jetting technologies are the key behind many 3D printing implementations (though in this case they are jetting materials rather than inks). That being said, in my opinion 3D printing has reached what Gartner likes to call the ‘Peak of Inflated Expectations’ and others have described as ‘Irrational Exuberance.’ The way some people talk about 3D printing you’d think that before long you’ll be 3D printing your beer complete with the bottle (with a label on the outside and a cap on top).

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Gearing Up for Print ’13: Production Software Trends

Other Posts
 Sep 6, 2013

Each year in preparation for Graph Expo or PRINT(depending on the year), InfoTrends analysts scan various industry news feeds for the latest press releases and announcements distributed by vendors to spark interests and inform the media on the new and upcoming announcements that they will be demonstrating on the show floor, in Chicago.  In this blog we will be discussing the recent announcements that vendors have been distributing to the media that relate to introductions and advancements being made in the production workflow software space, gearing up for PRINT 13. Read more »

Four Takeaways from Adobe’s “Summit” Digital Marketing Conference

Other Posts
 Mar 14, 2013

Last week, I had the opportunity to attend Adobe Summit, the company’s flagship user conference for its digital marketing business unit. The Salt Lake City, Utah event attracted over 5,000 digital marketing professionals that use Adobe’s growing suite of marketing technologies. After $4 billion of investment between acquisitions and R&D over the past three years, Adobe used this year’s Summit to introduce the Marketing Cloud, five major solution areas–Social, Media Optimizer, Analytics, Target, Experience Manager–geared toward making marketers more data-driven, customer-centric, and digital.

After presenting 27 somewhat-integrated products at last year’s Summit, Adobe’s vision is coming into focus. It is clear that Adobe is aiming to be a strong competitor in the enterprise marketing technology space, especially as it relates to digital marketing. Here are four takeaways about Adobe’s direction, the marketing technology space, and the evolution of digital marketing derived from developments at its Summit conference.

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Prediction: The Top drupa 2012 Stories

Jim Hamilton
 Apr 18, 2012

I could be wrong. After all, the show doesn’t start for two weeks, but I think these will be the top stories at drupa:

  1. Benny Landa — Whether Landa Labs shows market-ready products or early tech demos doesn’t really matter. This will be a drupa remembered for the show that Benny Landa put on. Is it ready for prime time? We won’t know until May. One mystery that should be solved by then is why their press releases refer to “ink ejectors” rather than inkjet heads (like every other inkjet system vendor does). Could it be that they are doing something different than using inkjet heads to apply ink to paper? Wait and see. Read more »

Another Look at Corporate Greeting Cards

Jim Hamilton
 Jan 24, 2012



Last year around this time I reviewed all of the corporate greeting cards I received over the holiday season. I’m at it again this year and cover such diverse topics as colored signatures; recycled paper, FSC, and other green initiatives; text & image personalization; QR codes; printing on the envelope; metallics & pearlescents; special effects like dimensional printing; and non-card items such as calendars, menus, photo books. I also rant about electronic greeting cards that come with insincere tag lines like: “In our appreciation for the environment, we chose to send you our holiday wishes electronically.” Baloney! Face it, you’re just lazy and trying to hide your cheapness in an eco-green candy coating. If you really care, send me a physical card next year. My address is Jim Hamilton, 97 Libbey Industrial Parkway, Suite 300, Weymouth, Massachusetts 02189, USA.

Niiu, the First Individualised Printed Newspaper, Ceases Production

Ralf Schlozer
 Jan 21, 2011

Niiu, the first and most high-profile individualised printed newspaper, ceased printing and distributing its newspaper. I covered the first steps of niiu almost exactly one year ago in two blog posts (available at The personalised newspaper is here and The personalised newspaper followe up) .
On 19 January 2011, Inter-Ti, the publisher of the niiu, stopped printing and distributing the newspaper. Niiu’s e-paper issue also ceased publication. According to Inter-Ti, the primary reasons for ceasing production included the failure to attract sufficient subscribers and the high cost of distribution. Niiu’s publishers set themselves a target of 5,000 subscribers, but they missed this goal.

It is sad to see the trial end, although it is not entirely unexpected for the first attempt to change a paradigm. I felt there were several shortcomings in the implementation, primarily in the composition process of the personalised paper (e.g., missing content, too little possibilities to fine-tune content, breaking of articles across pages, not enough content personalisation options, and no personalisation of ads. Sadly, I did not have the opportunity to check whether these challenges had been overcome until now.

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The Personalised Newspaper is here

Ralf Schlozer
 Jan 12, 2010

On the 16th of November the first personalised newspaper went live in Berlin. Its name ‘niiu’ is also a reminder that we embark on something new here. Long have been the discussions on producing a personalised printed newspaper, but it took some youthful outsiders to the industry to take the charge. It is too early to judge a commercial success, but it is surely interesting to have a look at how the personalised newspaper is achieved.
There are several things a subscriber can personalise with niiu. First the subscriber can add some gimmicks to the first page, like giving the paper a self selected title and motto or add a personal picture. More useful is a weather forecast info box for a town you can select and a stock chart. For the different sections of the newspaper the subscriber can select editorial content from a set of newspapers. Moreover he can choose how many pages he wants from any paper, he can even choose content from several papers for the same section or skip sections altogether. The range of newspaper supplying editorial content rank from the yellow press (like Bild and BZ) to the more reputable papers like a leading German financial paper (Handelsblatt). The geographic spread covers local German papers from cities as Berlin to less well known places as Osnabrück and includes international papers such as the New York Times, Washington Times or the Komsomolskaya Pravda. For example a subscriber can choose the title page from the a leading national paper, add the local pages for Berlin and one page from the town his family lives in, combined with the economy section of a leading financial magazine, the New York times culture pages (for the next trip to the big apple) and the sports section from a more cheerful & colourful paper.

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