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DIRECT MARKETING: Personalised print for DM

For businesses trying to encourage customer loyalty via direct mail or loyalty schemes, segmentation plays a vital role. It is part of the process that helps marketers target the right customers with the right offers. To be able to do this successfully, segmentation needs to go hand-in-hand with personalisation.

Thanks to the affordability and availability of variable digital print, personalisation has become a viable option for businesses of all sizes. As direct mail personalisation is now more widely used, segmentation is growing in popularity. Combined, these two practices enable businesses to identify trends in order to effectively target individuals with personalised marketing communications.