Content
General information
Hyper-personalisation is the term used to describe extensive personalisation tailored specifically to each individual recipient. Texts and images can not only be displayed below and next to each other, but also overlap.
There are various content types:
- Image personalisation: e.g., product recommendations based on customer affinity.
- Text personalisation: word text, short phrases (e.g., customer-specific voucher codes).
- QR/Barcodes.
The implementation is carried out using placeholders in the personalisation file, which are filled via data contents or attributes of the customer data from the marketing cloud.
The Two Required Design Files
Important: If your design contains personalised elements, please always create 2 files per direct mail product: a print file (Print Design) and a personalised example (Perso Design).
1. The Print File (Print Design)
This file is used for the actual printing and exclusively contains static design elements that are the same for all recipients. All fields where personalised elements will be placed later remain empty here.
Design specifications for the print file:
- File format: PDF-X3.
- Colour space & Profile: Must be created in CMYK (no RGB, no Pantone) and use the PSO Coated v3 colour profile.
- Resolution: For optimal results, the image resolution should be around 300-356 ppi.
- Bleed: Apply a 3 mm bleed and maintain a safety margin of 3 mm from the edge.
- You can find all details in our guidelines.
2. The Personalised Example (Perso Design)
This file contains the complete design including the placeholders for the personalised elements. With the help of these placeholders, your mailing is programmed correctly so that the contents are printed exactly in the right place.
Golden rules for the Perso Design:
- Marking in Magenta: Highlight all individualisations in the solid colour Magenta.
- Use angle brackets: Always place personalisation fields within personalisation markers in the form of angle brackets (e.g., <firstName>).
- Correct naming: The field names must exactly match the column names in your address file (e.g., as specified in the marketing cloud or optilyz database).
- Font: Set the font in the Perso Design in the exact colour and style as it should be printed. Please also provide us with the font files.
- Programming rules: If you have special requirements (e.g., if-then rules for salutations like <Liebe/Lieber/Hallo*>), add these programming rules informally on the last page of your Perso Design.
- Deviating font colours: If the font colour of the individualisation in the final product should not be black, add an asterisk to the personalisation marker (e.g., <firstName*>) and explain this on the last additional page.
Example based on a postcard:
Print file:
Related personalized example:
> Results in:
Special Features: Digital Print vs. Offset Print
Please note that depending on the printing process, there are different possibilities for personalisation:
- Digital print: Coloured personalisations are possible. Image and hyper-personalisation (as well as in-text personalisation) can be implemented.
- Offset print: Personalisation options are limited (personalisation is only possible in black). There is no image or in-text personalisation possible.
- Important rule for punctuation (Offset print): In offset printing, punctuation marks must always be placed inside the personalisation markers they refer to (e.g., <firstName,>). This allows the punctuation marks to jump dynamically according to the content of the field.
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