Here’s how personalised magazines always over-engage readers for an outstanding CX…

Please accept my apology for the jargon overload in the headline. Back in pre-history, around 2004, I helped a number of competing print companies launch their Variable Data Digital Printers via a series of seminars, trade shows and other marketing activity.

This disruptive technology delivered what many now call data-driven marketing. It was simply the use of relevant data to digitally print personalised publications and link readers to personalised landing pages. An undigi-believable omni-channel breakthrough. But let’s just pretend data-driven marketing is only five year’s old like most digital marketers believe it to be, so as not to confuse them.

One of the most successful promotions and product demonstrations we did, was to personalise the cover of a number of Marketing magazines for individual subscribers. We also personalised the accompanying advertisement to the subscriber inside the respective issues, as well as the landing page.

At the time, the Editor of Marketing magazine said the covers were the most talked about in the history of the publication. They had never had such a positive response. He said subscribers were ringing and writing to congratulate them. It was massive engagement to use today’s jargon.

Leap forward to 2018 and a few months ago I was asked by Kellie Northwood, the Publisher of VoPP magazine, to be the Guest Editor. I readily accepted and suggested the magazine be customised for those on the database. Kellie agreed.

Well VoPP has just hit the streets, and this customised version demonstrates the power of print when it comes to engaging susbcribers via personalisation.

Here’s the outer envelope:

Here’s the personalised magazine cover:

There is a customised message on the cover for each of the key subscriber groups, as well as a custom background colour. If you scan the QR Code it takes you to a PURL where you can complete a survey. There is a segmented group title printed below the code – mine is Agency/Retailer on this edition. And to add some polish there’s a spot fluoro ink printed on the QR code too. The story of how it was produced is in the magazine.

Here are examples from 2004/5:

Fuji Xerox – personalised message on the screen:

Personalised ad on back cover:

Personalised ad inside the front cover:

PURL – Personalised URL:

Direct Smile font printed via HP Indigo:

Personalised advertisement on back cover:

.Another issue:

Penfold Buscombe printed these versions with personal message written on the street sign and the image of the relevant capital city in the rear view mirror:

Customised versions by State printed using postcode data:

VoPP stands for Value of Paper and Print. If you’d like to get a FREE copy of VoPP Mag, visit the website to subscribe:

I’m off to read this issue, there’s an interesting guest editor…


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