5 Tips for Leveraging Personalization in Your Marketing Efforts, Part 2

The key is in the barcode printed on the personalized preprinted piece. The optical recognition system on the finishing equipment reads the barcode and matches the personalized piece to the publication, which is then ink-jet addressed to the specific recipient at the end of the line.

Digital printing technologies open the door for virtually any level of personalization on a cover or insert. For example, a fashion retailer could use transactional data to present images of new styles that relate to buyers’ past purchases. Or a medical instrument marketer could create a cover or insert that relates to each practitioner’s specialty. Text and images can be 100 percent variable on each piece, so the only real limitation is the data available.