Ford, a large car manufacturer, replaced their generic mailer sent to customers whose current financing is expiring with a digital, data-driven, customized mailer. Each customer receives a six-page personalized brochure with all the information they need to assess whether they want to take action. Response is five times the rate of the previous mailer.
Published 2003

Ford, a large car manufacturer, launched a solution to produce personalized brochures to send to customers who request information at road shows. The brochure includes information on the vehicle of interest and a letter with the name and contact information of the nearest dealer. The mailer is sent within one to two days of request.
Published 2003

Reid London House, a provider of workforce development solutions, developed a personalized direct mail piece to replace its generic lead generation mailer. The self-mailer was personalized on the front with the recipient's name and company name and included a business reply card with name and address fields already populated. The response rate to this personalized piece was 20 times greater than with the previous mailer.
Published 2003

Bruggemann & Freunde, a German ad agency, designed a personalized mailer to gain attention of marketing managers and demonstrate the one-to-one marketing capabilities of firm. The mailer contained one of four variable headlines combined with one of two versions of the mailer based on the location of the recipient. The entire job was executed in five days and the company acquired new business accounts.
Published 2001

The Euro 2000 Soccer Championship created customized tickets for its sports event attendees. Each ticket was printed with the holder's name, the match, date and a photo of the stadium. The tickets also had variable barcodes, serial numbers and were printed on a special layered material to thwart counterfeiting attempts. The inclusion of logos from sponsoring companies also provided a targeted marketing opportunity.
Published 2001

Ford Werke AG, the German affiliate of Ford Motor Company, produced personalized direct mail pieces to send its customers based on expected service needs. Variable information included the type of letter, customer name, address and type of car, dealer letterhead, signature, postscript, and the promotion on back of letter. 28% of recipients visited the dealer and generated new invoices.
Published 2001

Royal Mail, an official postal service for the United Kingdom, designed an educational campaign on conversion marketing to promote the mail as an effective business tool. Pages on the Royal Mail Web site explained the principles of conversion marketing. Information from a registration form completed by individuals online was used to create a custom brochure with variable articles and images. A detailed personalized letter and a Royal Mail product brochure is sent along with the custom booklet. Each pack is delivered 48 hours from the time of the Web site inquiry.
Published 2001

Toyota, launched a promotional personalized postcard mailer generated from personal information and free photos collected from booths at the Eurotunnel Customs. The information was used to build Toyota's target market database and generate the postcards that included the consumer's image, selected background, and a targeted message from Toyota offering a test-drive and Eurotunnel discounts.
Published 2001

SmithKline Beecham, created a "custom diary" for consumers using the NiQuitin CQ product. From information gathered during a phone interview, a custom diary is created, printed and delivered within 48 hours with custom tips for the individual based on his/her smoking habits and behavioral principles. SKB captured 45% of the total U.K. market in the campaign's first year.
Published 2000