"Wrong addresses can have a very negative impact".
PERSONALIZATION & INDIVIDUALIZATION Addressing customers personally remains one of the most promising methods for mailing campaigns. To achieve a high response rate, it is crucial to handle the available data correctly. A well-thought-out trade show invitation from Baumer AG illustrates what a successful campaign can look like.
With a personalized and indvididualized trade fair invitation, Baumer AG achieved a response rate of almost 15 percent. Baumer AG, based in Islikon TG, has been offering its customers the option of personalization for almost 20 years. Today, the spectrum ranges from data transfer to four-color digital printing and electronic media. In the PreMedia area, a web-to-print platform is also offered and a specially developed system is available for campaigns, which can also be used to create e-mails, PURLs or SMS.Quality of the data as a challenge"The advantages of personalization are, in particular, that the recipient is addressed directly and that the offer can be individualized according to preferences," says Managing Director Daniel Jud. "The recipient feels much more addressed, which in turn increases response rates." A big challenge, he says, is the quality of the data. "Personalization/individualization only makes sense if we also hit the nail on the head. Incorrect addresses (names/offers), on the other hand, can have a very negative effect." Baumer AG's customers place a great deal of importance on the correct handling of the data provided. "It is not only important to comply with data protection regulations, but also to meet the highest requirements in the area of information security," explains Jud.Download the entire article as a PDF: Dossier Print & Production, Issue 10/2013
