Using information to dynamically personalize messages!
Personalized marketing through variable-data printing uses data to drive different marketing messages to individual recipients. By making the messages more relevant to the individual customer, sales increase! The term "data" applies to all the information collected about customers and prospects. This information can be used to model the most likely prospects and send the most relevant offer at the most appropriate time.

The staggering response rates of digital imaging
A study by the Digital Printing Council entitled An Investigation: Direct Mail Responses Based on Color, Personalization, Database and Other Factors by David Broudy and Frank Romano discovered some interesting correlations between personalization and color usage in direct mail and return rates. Some of the statistics are staggering:

• The most basic mailing (unchanging information, black and white) had an average response rate of 0.46%
• Adding a name only (basic personalization) increased the response rate 44% to 0.66%
• By adding full color (over #1) the response rate increase 45% (similar to adding name) to 0.66%
• When adding just a name and full color the response rate increases 135% over #1 to 1.08%
• Adding database information (something you know about the recipient – past buying habits being the most common) increases the response rate 500% to 2.3%
• Lastly, adding a discount to the mail piece increases the response rate 1000% over a basic black and white static piece for a total response rate of 4.6%

C&G's variable-data digital printing solutions
With the above statistics in mind and a mission to enhance customer relations, combining C&G's creative talent with dynamic variable-data printing solutions was a natural evolution.