We’re now entering the second decade of 1:1 printing. It’s had lots of names – variable data printing, 1:1 printing, personalized printing and data-driven printing among them. Regardless of what you call it, it has delighted and vexed printers and marketers alike.
Done right, personalization offers tremendous opportunity. The mountains of case studies attest to that. But as the marketing environment changes, the type of single-channel 1:1 campaigns that printers have come to understand has begun to require an even greater wealth of marketing expertise than most printers have developed.