FAQ   What is personalization? Personalization is the science of reaching out to each of your potential customers as if that customer is your only customer. Based on the information you have about that customer, you may tailor your message as though you are speaking directly to that customer and that customer alone. Then that information is presented to your customer in dazzling color either in print format or on the web or both. Your customer receives the right information at the right time, with the ability to purchase your product/service/seminar with a click of a button. You stand out from others who use traditional direct mail. By enhancing the customer’s experience, you turn them into your loyal customers. Why personalize? Personalization increases customer response rate and ROI. “Targeted message content, studies show, can boost response rates as high as 30%, dwarfing those of regular direct mail, commonly around 2%.” Graphics Arts Monthly, September 2002. “Variable data improves the effectiveness of print communications by tailoring the message to the individual recipient. Personalized marketing communications lead to higher response rates. CAP Ventures found in a recent study that response rates increased an average 36 percent by using variable data color printing and that response time, viewed as equally important to marketers, rose nearly 34 percent with the use of color variable data.” http://members.whattheythink.com/allsearch/article.cfm?id=11545 Heidelberg Details Variable Project with Charles S. Anderson, Wrap Cover for American Printer Whattheythink.com, May 20, 2003 “Advantages of personalization are that the customer feels understood, information is delivered on a personal basis, and users are given a quicker path to relevant data,…” ITworld.com, 9/20/00 The Digital Printing Council (DCP) commissioned an extensive research project into direct mail responses based on color, personalization, database and other factors. They concluded the following: “Personalization and color appears to be a double whammy and produces a significant increase in responses” “Tying the mailing into something you know about the recipient appears to provide a significant benefit.” “Applying database information increases response rates by over 500%.” What is Variable Data Printing? Variable data printing is used to produce printed documents that are customized to individuals or small groups based on their demographics or other set criteria. One document template is designed and the text and graphics within it is varied to create personalized documents unique to each individual or group. Why Personalize? Personalization increases customer response rate and ROI What is Variable Data Printing? Variable data printing is used to produce printed documents that are customized to individuals or small groups based on their demographics or other set criteria.

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