General information

Hyper-personalisation is the term used to describe extensive personalisation tailored to each individual recipient. Texts and images can not only be displayed below and next to each other, but also overlap. The number of individual fields is not limited. This means that there are almost no limits to the design - except for print and post-specific specifications. 

There are a number of different content types:

  • Image personalization: e.g. product recommendations based on customer affinity
  • Text personalization: word text, short phrases (e.g. customer-specific voucher codes)
  • QR / Barcodes

The implementation is almost exactly the same as in "simple" personalisation using placeholders in the personalisation file, which are filled via data contents / attributes of the customer data from the Marketing Cloud.

Simple personalization

Important: If your design has personalized elements of any kind (the recipient's name, address, individual voucher codes or other personal information), please always create 2 files per direct mail product: a print file and a personalized example. 

  • The print file: A version with a full design and empty fields where personalized elements are placed.
    • This file is used for printing. All (address) data that you transmit to us will be programmed into this copy and then correctly printed.
    • In digital printing this happens in one process, in offset printing the "empty" print file is first printed and then the elements to be personalized are printed in a second printing process.
    • The print file must be high-resolution and comply with our guidelines.

  • The personalized example: A version with a complete design and placeholders for the personalized elements. The placeholders must be enclosed in curly brackets (e.g. {vouchercode} or {image1}) and are named the same as the respective column in your address data or as the optilyz placeholders.
    • The placeholders in this personalized example can be used to program your mailing correctly so that the personalized elements are printed in the right place.
    • The personalized example does not have to be as high-resolution as the printed copy, but all important elements should be well represented so that the programming runs smoothly.
    • The placeholders for the personalized elements must be placed exactly where they will have to be printed later.
    • IMPORTANT: Please display the placeholders in the exact color in which they are to be printed later. Should the personalization elements e.g. be printed in blue, then please also display the placeholders in this shade of blue.

Example based on a postcard:

Print file:

Related personalized example:

> Results in:

Learn all about relevant topics of (hyper)personalisation in the following articles:

> Introduction: Why (Hyper)personalization is worth it

> Advanced: Image personalisation

> Advanced: Text personalization

> Other personalisation options

> Technical requirements