Catalog Creative Breakthroughs (1,612 words)

4. Personalization

Direct marketers have long known that the use of personalization can dramatically improve response rates. Catalogers have been slow to adapt the available laser and ink-jet technology. They are content with ink-jet addressing the back cover and the order form along with an occasional, additional address panel message. With greater database segmentation and improved laser printing techniques, we will see more targeted, personalized messages being used. Examples: Fingerhut has used large type personalization on covers for 20 years. Guess what? It must work. Viking also uses personalization with most books.