We can prepare and laser print all of your personalized letters. We can also personalize carriers, buckslips and card inserts as well as text and graphics in articles, newsletters etc.
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 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 a much 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 caution must be taken. 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 end product with improper substitutions and impede your ability to use personalization effectively and enjoy the many benefits that it offers.
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 or other types of personalization.
Online Demonstrations
To show you how personalization can be used in more advanced ways, we have set up a couple of online demonstrations that might give you some ideas as to how you might enrich your communications with some of these techniques. The demonstrations are very short so please take the time to have a look at them.
Of course, mailings do not necessarily require personalized letters to be effective, but they can allow you to "connect with insight", get closer to your customers and prospects and 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.