First, determine your objectives
Effective use of personalization starts with the goals you are trying to achieve.
Know your audience and what matters to it
The best personalized promotions hinge on specific knowledge of the targeted individual.
Use proven layouts
Many studies have shown which typographic and design techniques catch the reader’s attention and guide it to the points you want to make. A good place to start: David Ogilvy’s landmark book, “Confessions of an Advertising Man.”
Build results tracking and measurement into your strategy
Your project must identify and measure results and include a means of collecting all relevant information.
Take full advantage of digital printing technology
Ask yourself (and your copywriter and designer) how to vary your page content in ways that help you reach your marketing goals.
Avoid production snafus
Get your ducks in a row before the presses start to roll. Factors you must attend to are your variable data sources, the logic of your presentation, proofing, color qualities, and online paper handling and finishing.
Engineer your process
Your overall plan should involve collection of all data, organizing it, and using it to generate well-designed documents.
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