1:1 Marketing is also known as variable data

When you want to create a more personalized, relevant, and unique experience for your recipient, this is it! Usually, variable data includes a personalized salutation. It may also include personalized information about their sales rep, or the last time they did business with you, or any number of customized, unique, and relevant messages that work to create a relationship with your prospect or client. 

Variable data can be used in different areas on a printed piece: the address and salutation, of course, but also within the text of the letter or even within a photo, such as writing the recipient’s name in the sand, or in a cloud, or as graffiti on the side of a building.

IMBs are Intelligent Mail Barcodes

This type of barcode allows the Post Office to better track the progress of your individual mailed piece throughout the system. For instance, imagine that you receive an alert or a report when your mailed pieces are delivered, so you could carefully time your follow-up call or email. Wouldn’t that be powerful?

You can now add a digital element to your direct mail campaign. When choosing to conduct interactive campaigns, the Intelligent Mail® Barcode (IMb®) facilitates the entire process. 

PURLs are Personalized URL’s

A URL is your unique web address, such as www.highlightprinting.com. Here’s an example of our PURL software solution in action: 

Let’s say you include a PURL in your next mailing. Your recipient carries your mailer to her computer (because of some enticing offer, to be sure!), and typed in: www.highlightprinting.com/marysmith (assuming her name is Mary Smith). Up pops her own mini site which has already been partially populated with her information. 

It asks a few more questions to better define her needs. She enters that info, presses enter, and presto—you have now captured more information about her. You’ve created a more interactive relationship with her, and you have probably given her some type of fun incentive in return. 

(I once heard of a very successful campaign where a micro-brewery sent out beer, but more often, it is an offer of a white paper or coupons, or a newsletter with information targeted to your recipient.) We believe the most effective enticement is something they will keep around for a while—that special something to keep your company “top of mind.”

QR Codes are Quick Response Codes

They are the square, sort of squiggly barcode that looks like one of those kids’ games where you try to get a little ball through the maze. 

They work like this: You scan the QR code with your camera phone that has QR reader software loaded, and it takes you directly to a special URL. This technology has had a resurgence of popularity during the pandemic for safety reasons and can be creatively used for a multitude of marketing purposes.

Call Highlight Printing today to discuss making the most of these technology trends for your business: 612-522-7600.