Date Submitted: 6/1/2007 2:37:18 PM

The benefits are not limited to improved response. Customizing content often allows you o eliminate longer, generalized documents in favor of shorter, more specific ones. Short color runs may be totally digital. Longer runs might be printed offset, then personalized. PMi, with its ability to produce both offset and digital print, is ideally suited to help you examine your print strategy for savings opportunities.

Finding a balance

Using your customers' personal information has its risks too. Effective personalization can surprise and delight; too much can feel intrusive or raise privacy concerns. Follow these general principles so you send the right message:

Consider the intimacy of the relationship. If this is the first contact, you may not want to use more than a simple name salutation. If you've been doing business for years, though, don't act like a stranger.

Overtly apply data the customer volunteers. If a customer has taken the time to share information with you, make sure you're paying attention.

Subtly apply data the customer hasn't provided. Here's where profiling comes in handy,ensuring the creative is representative of the customer's lifestyle and demographic traits.

Leverage the power of permission. The ideal situation is to have customers opt in to a one-to-one program where they expect a personal, ongoing exchange