Modern consumers crave authentic connections and a sense of community with the brands they do business with, especially in our increasingly digital world. Marketers are well aware of this desire and are pouring resources into creating a sense of belonging through digital channels. Unfortunately, even the best efforts can fall flat and leave consumers feeling like just another face in the crowd. Personalized print offers a potential solution. This tangible form of communication can foster a sense of connection and bridge the gap between a customer's desire to be recognized and the impersonal nature of one-sided, digital-only content. If you've been in the industry for a while, you already know something about the value of personalized print and what it can deliver. Personalized print is not a passing trend and is certainly worth paying attention to. In addition to highlighting recent data that strengthens the case for personalized print, this article explores its psychology and explains why it’s such a powerful way for brands to connect with their audience and build a real community.
The Cheers Effect
If you’ve ever watched the 1980s sitcom Cheers, you might recall that the small Boston bar had a reputation for being the place where everyone knew your name. The characters thrived because they were welcomed and recognized despite the ups and downs of their daily lives. That sense of connection is what personalized marketing is all about. Rather than being just another pub that was focused on making a high volume of transactions, Cheers provided a customized experience. Today’s print service providers (PSPs) have the same opportunity to help their clients move away from high-volume, generic touchpoints to personalized communications that recognize their clients’ habits and preferences. Personalized print creates a feeling of being known and valued, just like becoming a regular at a favorite bar. This can lead to stronger customer relationships and higher-value print communications.
While many marketers strive to deliver personalized experiences, they often overlook a key ingredient: social capital. Think of social capital as the value that is gained from a network of relationships. Strong connections with customers build trust and loyalty, which translates into a powerful social currency. Companies with high social capital are more likely to experience sustainable growth because they have loyal customers who support them.
In his book entitled The Great Good Place, sociologist Ray Oldenburg describes "third places"—those spaces outside of home (first place) and work (second place) where people gather and connect—communities like the bar in Cheers, where customers feel a sense of belonging. Marketers can create similar "third places." To be perfectly clear, these aren't physical locations, but rather spaces where customers feel a sense of connection with other customers and, most importantly, the brand. And it just so happens that personalized print is a powerful tool for building these communities. Relevant messaging resonates with customers, just like a familiar restaurant where people remember your name. Unlike generic marketing, which feels impersonal, relevant messaging fosters a feeling of being valued. It's like the difference between stopping at a fast-food drive-thru and entering your favorite restaurant filled with people that you’ve already established connections with.
Rejuvenation of Community through Relevant Messaging
Now more than ever before, today’s brands have a golden opportunity to build loyalty by fostering a sense of community. As more people stay home and rely on the convenience of digital channels like the internet and television, the essence of community might seem like it’s on the decline, but desire to connect with others remains strong. The truth is, consumers of all ages crave relevance! According to Keypoint Intelligence’s most recent Customer Communications Experience Consumer Survey, relevant content makes a difference. As shown in Figure 1, consumers under the age of 43 were especially likely to pay attention to mail that was personalized to their specific interests.
Figure 1: Likelihood of Viewing Personalized Mail
It's no surprise that relevance is critical. With information overload and shrinking attention spans, generic marketing messages typically fall flat. On the other hand, personalized communications can foster a sense of community while preventing one-sided relationships. When customers feel valued and understood, they're more likely to provide feedback and participate in brand activities, further strengthening their sense of connection to a brand.
Personalized print isn't just a feel-good strategy—it’s a response machine. In another Keypoint Intelligence survey, over half of respondents reported significantly better results with direct mail campaigns that incorporated personalized elements. An additional 41% saw moderately improved response rates. That’s a staggering 97% of businesses that achieved better response rates on direct mail campaigns that incorporated personalized versions within a single campaign.
Figure 2: Response Rates with Personalization
Personalized print isn't just a trend — it's a game-changer for building relationships and driving results. It taps into the emotional aspects of consumer behavior. By providing timely and contextually relevant experiences, brands can establish a deeper emotional connection with their customers. This approach increases immediate engagement and fosters long-term loyalty and repeat purchases.
Personalized print isn't difficult—many years ago, digital press manufacturers promoted the possibility of personalization because technology made it possible. Although many marketers embraced the concept, IT personnel typically had a list of concerns. Today, we have the luxury of riding on the coattails of consumer behavior and market demands. In addition, advanced technologies now make it easier than ever to leverage personalized print. Inkjet presses, powerful processors, and user-friendly software empower marketers to communicate with customers on a deeper level with minimal effort.
The Bottom Line
In today's hyper-digital world, the tangible impact of personalized print can be truly remarkable, and studies continue to demonstrate its effectiveness. The important thing to remember is that personalized print isn’t just about data and targeting; it's about creating a true human connection in an increasingly digital landscape. It's an opportunity for brand owners to use print to convey a very specific message: "I see you, I value you." Personalized print might seem like a small gesture, but it can have a big impact. It reminds us that behind every customer interaction lies a person wanting to feel valued. In a world that is saturated with screens, the power of personalization and its ability to forge genuine connections shouldn't be underestimated.
Karen Kimerer of Keypoint Intelligence has experienced the many challenges of expanding current market opportunities and securing new business. She has developed a systematic approach to these opportunities, addressing the unique requirements of becoming a leader in our changing industry. She is well-versed in 1:1 marketing, web-to-print, direct mail, book publishing, supply chain management, data segmentation, channel integration, and photo products.
This article originally appeared in the July/August, 2024 issue of Mailing Systems Technology.
