16 page Catalogue mailing uses 6,421 different products to deliver dynamic personalisation
First Move has just produced a 5,000 A5 catalogue mailing, which contained 6,421 different product descriptions and images. Each catalogue was totally unique not only in the products and images shown, but also in the messaging.
This is all about greater reader relevance and increasing our clients return on their mailing investment.
The products were selected for each person receiving the mailing using Artificial Intelligence to ensure there was a very high degree of relevance to each and every recipient.
This catalogue was printed for Complete Care Network. Jon Price, Managing Director said,
“I have been waiting for 10 years to do this and am really excited about its potential to lift our customer engagement and life time value”.
And the results… 25% increase in order value and 5% increase in response rate.
“In the 21st century the technology now exists to deliver in volume highly variable printed images and text, which are relevant to each individual rather than simple messaging based upon only recency, frequency and value”.
David Amor, Direct Mail Futurist and Chairman
First Move has been at the leading edge of inkjet technology having installed the world’s 1st production Xerox Trivor 2400 inkjet together with the first install of a new Adobe based Fiery rip, created to process the significant volumes of data required to produce this sort of work.
This was followed by another first when the Trivor was upgraded to High Fusion ink, which enables the inkjet press to produce litho quality print production on standard uncoated silk and gloss papers.
“We are not aware that anyone in the world has ever produced print with so many variable items of data – if anyone knows better please let me know. This is a really exciting development and one that we have been working towards for several months. We are already working on enlarging this catalogue and may well exceed this number of images in our next print run”.
Rachel Smith, Managing Director