Personalization beyond a first name in 14-point type

Printing someone's name on a card is the smallest possible version of personalization. It's also the one most people notice least. The pieces that feel personal are the ones that fit: the right product for what someone bought before, the right store for where they live, a reminder that arrives about when they'd need it.

This section covers personalization built from your own customer records, triggered mail tied to CRM events, local versions of a single campaign, and how to decide whether personalization will pay back its setup cost. It also covers restraint. Some data shouldn't go on a mail piece at all, especially in healthcare, finance and legal marketing.

Nothing is filed here yet. The first article will cover which personal details are worth using and which ones make a piece feel intrusive.