What’s in a Name?

Last Updated on Saturday, 4 July 2009 06:08 Written by Kevin Thursday, 9 April 2009 08:59

Seeing your own name included in direct mail piece is commonplace (and been possible since 1972 when the first digital printer was connected to an IBM mainframe). Software simply extracts your name from a database and places it on the digitally printed document. We see it weekly in our bills, statements and company letters.

What’s changed over the last few years to be able to do this in colour and in a highly graphical, stunning manner. The rationale is to create a good first impression and entice the recipient to respond. This is especially vital in loyalty programs, be they sent by post or electronically. It seems to work too, since targeted, highly personalised communications obtains an average 4-5% response rate instead of the industry standard 1-2%. (Experts like Rafi Albo typically achieve over 15%)

Below are some examples of what’s possible today, giving that real WOW factor. Note these ‘named images’ are not generated individually by a human using Photoshop, but generated dynamically, automatically, often at a rate of hundreds per minute, based upon names in a simple database file.

What’s more, it’s not just restricted to direct mail and printed media, but possible to incorporate low resolution versions within graphically personalised emails, website landing pages and mobile phone messages!

Look for a lot more of this in your mailbox (paper and electronic) over the coming years.