When creating a mailing that includes hyperpersonalization, you have a number of options for designing it.
Texts and images can be displayed not only under each other 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 printing and postal specifications.
Read here how to deliver your data correctly to ensure a smooth result.
- Data delivery
- Image request & preparation
- Fast forward: Helpful checklist for images
- Important: Paper types for hyperpersonalization
We recommend to send some image URLs to optilyz contact person in advance for checking resolution & co. to make sure that the selected images are suitable for printing.
Hyperpersonalization content must be delivered to us via address data as new columns e.g. in the form of individualization fields. Images are best separated from textual info (e.g. an individualization column for image URL or article name or price or similar).
Please also be sure to read our programming notes for the respective personalization types:
For a setup fee, test programming for texts is possible. In this case, for example, we can test how the mailing looks for customers with the shortest and longest number of letters.
Image request & preparation
All images are requested at once, so you need to make sure that your servers are appropriately busy and unlocked / publicly accessible (firewall!), otherwise a cumbersome unlocking of the printer's IP address is necessary. (Whitelisting)
Particularly relevant for print runs of 50,000 recipients or more: image duplicates should have the same URL to avoid duplicate downloads, e.g. if some customers receive the same images.
A uniform format (jpg, png recommended) is important when preparing images, as is a high and uniform resolution. The dimensions should be similar to the image ratio. We have made the experience that the images are often web-optimized with about 72dpi. However, this is much too low for print. A minimum resolution of 250 dpi (and maximum 450 dpi) is necessary to ensure proper print quality.
Color code: always CMYK, because if RGB or similar is used, there may be color deviations on the later mailing.
Ideally, you should send us cropped product images without textual information, at best with a transparent background via png; when cropping, please note how much space should be left around the image!
Fast forward: Helpful checklist for images
- Carefully check images in InDesign or Photoshop for resolution.
- Each image has at least a 250 dpi image resolution.
- The images have the same aspect ratio so that nothing shifts when scaling.
- The images are all in the same image format (e.g. JPG).
- The images must be transferred in JPG or PNG format (other image formats must be agreed with the Customer Success Manager).
- Images are created in CMYK (print colors).
- Nice to have: Images have almost the same size they should have on the printed version. (-> Info: Can of course always be downscaled by our service providers, but may cause higher programming costs!)
- Important notes:
- optilyz needs image URLs always in the following format: http://www.optilyz.com/Bild1.JPG
- optilyz software examines all fields according to the above format and saves the images for programming.
- Avoid at all costs: Inconsistent URLs that optilyz does not recognize as image URL, e.g. http://www.optilyz.com/server/res/newsletter/print?userid=abcdefghi -> If this is not the case, it will cause significant problems when downloading the data.
> This may result in not all images being found, leading to errors in the programming.
Attention: Make absolutely sure that there is a match between the product images from your recommendation engine and a match of the product deliverability! Emails contain dynamic image personalization based on opening rate, but in print production you always have to consider the time delay, i.e. even if the latest possible product recommendations are transferred, during print production time (print + delivery) the products may no longer be up-to-date and / or available. It is therefore advisable to incorporate corresponding minimum product availability quantities or fallback articles in the Reco Engine.
Important: Paper types for hyperpersonalization
We distinguish between two types of paper - coated and uncoated.
All papers (except letterhead > see uncoated) at optilyz are matte coated papers (unless it is glossy paper, which is not matte, but still coated).
Coated paper is already coated with white ink to close the fibers. This gives the color stronger contrast, sharpness and saturation than uncoated paper.
For hyperpersonalization with many images, this paper is clearly recommended.
Uncoated paper has a slightly fibrous surface and is more natural/offset paper. Note: not a standard paper (except for cover letters) at optilyz and must be requested separately.
It absorbs more of the ink and thus print content appears somewhat "softer" but also blurred and softened.
Therefore, this paper is not necessarily recommended for hyper-personalization, especially if many images are used.
Learn all about relevant topics of (hyper)personalisation in the following articles: