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Proceedings Paper

Personalized direct marketing using digital publishing
Author(s): Cheeniyil Lakshmi Kutty; Jayasree Kaippillil Prabhakaran
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Paper Abstract

In today's cost-conscious business climate, marketing and customer service decision makers are increasingly concerned with how to increase customer response and retention rates. Companies spend large amounts of money on Customer Relationship Management (CRM) solutions and data acquisition but they don't know how to use the information stored in these systems to improve the effectiveness of their direct marketing campaigns. By leveraging the customer information they already have, companies can create personalized, printed direct mail programs that generate high response rates, greater returns, and stronger customer loyalty, while gaining a significant edge over their competitors. To reach the promised land of one-to-one direct marketing (personalized direct marketing - PDM), companies need an end-to-end solution for creating, managing, printing, and distributing personalized direct mail "on demand." Having access to digital printing is just one piece of the solution. A more complete approach includes leveraging personalization technology into a useful direct marketing tool that provides true one-to-one marketing, allowing variable images and text in a personalized direct mail. This paper discusses integration of CRM with a Print-on-Demand solution so as to create truly personalized printed marketing campaigns for one or many individuals based on the profile information, preferences and purchase history stored in the CRM.

Paper Details

Date Published: 10 February 2006
PDF: 8 pages
Proc. SPIE 6076, Digital Publishing, 607604 (10 February 2006); doi: 10.1117/12.641162
Show Author Affiliations
Cheeniyil Lakshmi Kutty, Hewlett-Packard Co. (India)
Jayasree Kaippillil Prabhakaran, Hewlett-Packard Co. (India)

Published in SPIE Proceedings Vol. 6076:
Digital Publishing
Jan P. Allebach; Hui Chao, Editor(s)

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