Personalized printing, in which marketers personalize marketing text, images, and other content based on what marketers know about the recipient, gets better results than static mail. But by itself, just dropping in data-driven content doesn’t guarantee success. Let’s look at three best practices that need to be the foundation of all 1:1 print marketing.

Traditional marketing rules apply.

1:1 might be personalized marketing, but it is still good old-fashioned marketing, too. Ultimately, it is all of the elements—the creative, the message, the offer, the segmentation, and the call to action—that come together to determine success.

Focus on relevance, not “personalization.” […]