Highland Marketing ONLINE
We can prepare and laser print all of your personalized letters.
If you are not familiar with the concept of personalized letters, they are, essentially, exactly what they sound like. Using variable print technology, portions of the letter can be tailored specifically for the each, unique recipient. The most common instance of this personalization is the “dear” line. Rather than using generic greetings such as ‘Dear Friend’ or ‘Dear Colleague:’, you can open your letter with much a more personal opening such as “Dear Bill:” or “Hello Jean.”
Additionally, your letters would usually include each contact’s name and address in the opening of each letter, just as you would do if you were writing to a personal acquaintance. But it doesn’t have to stop there. You can also drop personal names, company names, even demographically unique sentences right into the body of the letter!
This level of flexibility can allow for a great deal of creativity, but it also comes with a price. Because variable print is drawn from a data source, in order to produce highly personalized data, you need to have a well maintained database. Poorly formatted and poorly maintained data can dramatically compromise your ability to take advantage of many of the different advantages offered by personalized letters.
Fortunately, there is a solution. Highland Marketing specializes in data restructuring. With a little extra work, we can clean up your database, optimizing it for the generation of highly personalized letters!
Of course, mailings do not necessarily require personalized letters to be effective, but they can improve results significantly, depending on the product or service, the target audience and the quality of the letter.
For more information about maintaining your database for personalized letters, please see the document "We want to make your data 'letter' perfect" and chapter 5 of our Database and Address Accuracy Primer.
We provide a diverse range of solutions and services to help support you in all your direct marketing needs. Take a moment to browse through our various solutions. We’re sure you’ll find something that is right for you!
Based on 15 years of experience, our knowledge base is full of helpful hints, packaging concepts, real-world case files, reference documents and more, all available to help you make the most of your direct marketing efforts.
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Our Creative Director, Matt Ward, maintains a blog he calls the dESIGNER'S cLOISTER. Featuring considerations of various facets of design for both print and web, with a particular slant towards the do-it-yourself designer, this blog seeks to inform and entertain.
Click here to visit Matt Ward's dESIGNER'S cLOISTER.
For your convenience, we have provided a link to Canada Post's free, online Postal Code Look-Up utility. It is simple and easy to use. Just fill in the address information and press the "submit" button. The utility will then process the information and return the corresponding postal code, so long as the information provided is that of valid Canadian address.
Click here to search for a postal code.
The Gotcha Gang is a fictitious group of “rogues” created by Highland Marketing in order to represent the often-unpleasant effect of direct marketing decisions that result in paying excess postage or labour costs, or which ultimately minimize opportunity.
Click here to read about their adventures and learn how protect yourself from the sting of the Gotcha Gang!
