Get Personal

As noted, the costs for such printing and production methods generally are higher and dependent on the degree of complexity. Says Patneau: “The basic costs start at inkjetting names on a cover, and go up from there.”

And you must make more than a financial investment to reap personalization’s rewards. You’ll need expert data-mining practices and marketing smarts to discern what to do with the data you find. For example, say you discover that your most-valuable customer segment is comprised of gift-buyers. The trick is to use that information in your print personalization efforts directed at those particular customers, as well as prospects that match that segment profile.