Why it Matters

Individualization™ is marketing to an audience of one—in whatever media delivers the most desirable results. By effectively using customer and prospect information, you can drive and differentiate every aspect of your communications on a recipient-by-recipient basis—so that each communication is as unique as the person who is receiving it. 

For example, with a direct mail piece printed with Variable Data Print (VDP) technology—or with an Individualized™ e-mail blast—you can vary text, photos, design, offers, colors, everything, with complete precision for every single individual in your audience.

So each piece in a print run is different. Or every single e-mail in your blast. Or each individual text message or PURL or transactional statement. All differentiated by—and geared to—the one-of-a-kind needs and preferences of the targeted consumer or business decision-maker.

Quite simply, with the new technologies available to us, every communication in every one of your selected media (direct mail, e-mail, web, video) should be created to speak directly to a unique individual.