For printers who want to offer their customers personalized communication products and services, they face many special challenges.
First, they have no control over the IT system or database inside the customer, so system compatibility is an important issue. Second, print buyers from different industries (from retail to telecommunications to non-profit organizations) have different communication habits and purposes. Third, commercial printers are generally good at document output, but when you need to add variable data to a document, the input of the data usually determines the appearance, feel, and even yield of the final product.
Since personalized communication is a very complicated matter, printing consultants strongly recommend that commercial printers reduce the production of simple products and focus their efforts on the production of highly personalized products.
So, when you seriously consider the expert's advice and decide to take a step forward, you must first figure out what kind of software solution can help your personalized service. This problem may seem complicated, but it can actually be grouped into three basic elements: functionality, flexibility, and growth potential.
Feature
To meet the needs of different customers for personalized printing, powerful and comprehensive functions are essential for variable data printing software.
The solution you choose must be easily integrated with the existing systems of you and your customers, including: legacy and ERP systems, as well as images and text files stored on the customer's desktop.
In addition, this variable data printing software must also simplify the process of creating personalized communication materials and easily develop and use new file programs. It should enable you to help customers deliver targeted information to the market in a timely and effective manner. To ensure consistent output and the benefits of the printer, this software solution should allow you to create various types of documents quickly and easily.
flexibility
You have to find a solution that is flexible enough to meet your current needs and your needs, but also to meet your future needs. Some customers may push all their work to the printing house, such as database management and page design, while some customers are willing to control these production elements themselves. Therefore, it's best to find a solution that provides a collaborative authoring environment—a common platform that you and your customers can enter. This software solution should be able to easily and quickly modify and update content on one or more pages, and it will be compatible with your digital and mechanical printing environment.
As printers gradually shift their roles from “printing service providers†to “communication solution providers,†the production of multi-channel documents is imperative.
The key is that the software you choose must be able to send documents to multiple output destinations: presses, emails, or customers' websites. In order to maintain the efficiency and competitiveness of the printing house, this software should help you create a file that can be transferred in multiple formats. Even if your customers want to connect with their customers through multi-channel communication materials, important corporate colors, validated text and graphics, and all necessary regulatory material should remain the same. [next]
Growth potential
Finally, it is to have lofty ideals and start with the simplest projects, such as postcards, sales materials and retail price targets. Be sure to choose a software with growth potential, which means you have to give up those primary software with only a few simple features, because they may soon be outdated; in addition, you can't choose software that requires you to reorganize your production line. .
The most successful variable data printing software should be able to change its capabilities as customer needs change. You should choose a software that not only has the features you need, but also upgrades your features in the future based on changes in business and customer needs. When you learn to use this software, you must receive comprehensive training and consulting services - or require software developers to provide you with a more comprehensive service. You have to believe that the supplier you choose must be a technical leader and be your true partner and be able to meet your changing needs by upgrading your product.
Increased complexity = increased opportunity
Although variable data technology has been around for a few years, early adopters of this technology were mostly transactional print shops that produced bills and invoices. Combining variable data with the aesthetic value of high-quality commercial printing can help printers open up a broader application market. New applications and technologies can leverage personalized communications to bring companies closer to their customers. The software you choose should have the ability to support these activities and help you create more value for your customers.
Relevance is not just about inserting a different name and resistance for each file, but not just by zip code or age. Relevance should reflect the personal interests of a customer. For example, an e-retailer might send a marketing manual for a camera accessory to a customer who purchased a new camera in the last three months, and a department store might only release the toy's sales information to a customer with a child. The software you choose should allow you and your customers to pre-set relevant information that suits their tastes and preferences.
a new continuation
Most personalized emails generally have problems during the transmission process. Marketers tend to only care about the response rate of the email, but few people track the response rate of a particular customer. Relevant communications need to be touched – all-round interaction with customers – to gather more data for the next marketing campaign.
With the widespread use of personalized printing, we have also seen an increase in print relevance and customer interaction. A retailer may first send an invitation to the customer and then send them a discount coupon. Then, when the discount coupon is used in the store, they can calculate the response rate of the event and improve the next marketing campaign. Any software you buy now should support this loop of feedback.
Many software tools currently have some or all of the features I mentioned above. They provide printers with a fully automated production method that adds value to their products and transforms these values ​​into revenues that enable them to find their place in the print market today and in the future.
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