Increased sophistication in printing and production have made complex personalization inexpensive.
For this campaign, personalization was based on:
- The relationship of the recipient to the organization: Whether they were completely new to us; or whether they had attended one of our events in the past (chapter or national); or if they were a lapsed member
- The size or ownership structure of the company they worked for - three different options
- The industry of the company they worked for - broken down and combined into 12 different possibilities
The size of the company and relationship with the organization resulted in nine different letter versions using variable text as illustrated in the orange and yellow highlighted areas below respectively.
One of 12 different versions of a lift note were inserted based on the industry of the recipient.
These three variables resulted in 108 different package versions - but none had to be produced individually.
The contents were carried in a #10 windowed outer envelope. In addition to the personalized letter/reply device, personalized lift note, there was also a general benefits-focused brochure and of course a #9 reply envelope.
I wrote and designed the package from start to finish.
