The Power of Four-Colour Personalisation

14th May 2019

In a world where we are exposed to thousands of marketing messages every day, it can be a challenge to ensure that your message stands out amongst the rest. So, in order to secure your brand’s position at the fore, it is essential that you take full advantage of the most innovative technology available.

With 56% of people more likely to purchase a product or service if they have received a personalised customer experience, incorporating four-colour personalisation within your direct mail campaign is an intelligent way to actively engage with and appeal to customers. This technique combines the use of four-colour printing and consumer profile data to tailor your direct mail to the characteristics and behaviours of each individual customer.

There are several benefits of using four-colour personalisation that drive engagement and maximise return on investment – here are just a few:

  1. Drives engagement
    It is imperative that you draw the consumer’s attention from the very moment they come into contact with your mailer. Using variable content and imagery based on the customer’s profile means your content is more relevant and engaging which further adds value to your brand.
  2. Increases customer loyalty
    Sending bespoke offers to consumers based on their purchase history, gender, location, interests and behaviours helps to build a sense of satisfaction, trust and loyalty to your brand, increasing the probability of them purchasing from you again.
  3. Generates enquiries & ROI
    Offering relevant products and services that are tailored towards the specific needs of your customer considerably maximises purchase intention and drives enquiries which in turn, will drive return on investment.
  4. Reduces costs & waste
    Distributing targeted and relevant content means that you are sending out fewer yet more effective pieces of mail. Your customers are likely to be more engaged and less likely to discard your mail.

The level of product relevancy and engagement achieved by utilising four colour personalisation within your campaigns will thus enable you to achieve much more refined, quality results.

To find out how you can use four-colour personalisation to maximise engagement with your marketing collateral, simply call our helpful team on 01322 414 000 or click here to send us a message.