We hear a lot about personalized printing—addressing recipients by name and tailoring the content based on what you know about them. This approach takes additional time and expense, including refining and analyzing marketing databases, creating customer profiles, and developing messaging for personalized communications. Does it make a difference?

According to the recipients themselves, the answer is a resounding yes! Research from Epsilon, a provider of third-party data, has found the following:

• 90% of consumers see personalized communications as “somewhat” or “very” appealing.

• 80% of consumers say they are likelier to do business with a company that offers personalized experiences.

• 75% of consumers say it is “very cool” when they receive personalized offers.

According to Epsilon, consumers are very willing to provide personal information when they know it will be used to benefit them, providing personalized offers, product recommendations, and deals. More than two-thirds (68%) agree that “it is worth giving my personal information to a company” in exchange for these benefits.

Do consumers feel confident that their personal information is secure? More than half (57%) say yes.

Consumers not only desire personalized experiences, but they do so because they expect those experiences to provide them with tangible benefits and are willing to trade some of their privacy to get them.

So, is personalization worth it? Consumers themselves are telling us yes! So, if you're still on the fence about this investment, let the resounding consumer verdict guide your decision. Personalization is a strategic investment that yields tangible benefits and customer trust, and that is worth the investment...in spades.