“The art and science of data-driven personalization has become a prerequisite for direct mail marketers,” said Tim Ohnmacht, Quad/Graphics president of marketing solutions. “The addition of this advanced four-color technology in our Effingham facility enables marketers to make print materials highly personal, while also increasing our capacity to take on increased volumes in this fast-growing segment of direct marketing.”
Quad’s expansive personalization platform presents clients with the means to tailor messages to individuals based on data elements that are highly relevant to what they are doing or what is important to them at that moment. The four-color variable inkjet technology serves up tailored content of most interest to each individual consumer. Showcasing personalized content, images and offers that reflect their purchase history, as well as browsing and sharing habits, gives marketers an edge in generating revenue and building loyalty.
“One thing is certain: The future will continue to be personal,” Ohnmacht added. “Our expanded platform enables the creation of real-time offers based on online behavior.”