Print + Personalisation: How Targeted Brochures and Mailers Boost Engagement in Campaigns

Working in Marketing or PR you’ll be all too aware just how much of your day is spent trying to get attention – and keep it!

Emails, ads, reels, push notifications… everyone is competing for the same few seconds of focus. Which is why print, especially when it’s personalised, is making such a strong comeback.

Personalised print campaigns are no longer about just putting someone’s name at the top of a letter. With variable data printing (VDP), every element – from images, to offers, to QR codes – can be tailored to the audience segment you’re targeting. That means your brochures, catalogues and mailers stop feeling generic, and start feeling relevant.

And it’s at that point they start working harder for you.

Why Personalisation Works in Print

Believe me, this isn’t just a personal hunch. Research from Royal Mail’s Marketreach shows that personalised mail is more likely to be opened, read, and acted on than digital-only messages.

Why?

Well, because people see print as more credible, and when it speaks directly to their needs or interests, it earns even more trust.

For Marketing and PR teams, this means you can take the same creative idea and adapt it for different groups, whether that’s by sector, location, or even past behaviour.

A brochure could highlight different products depending on region. A mailer could carry a unique code that links to a tailored landing page. Even within the same campaign, you can flex the message so it resonates more deeply with each audience.

The ROI Conversation

We know ROI is the conversation that matters most to you, because your campaigns aren’t just about visibility – they’re about results.

Personalised print lets you measure and prove impact. With unique discount codes, personalised URLs (PURLs), or QR codes tied to specific segments, you can track who engaged and how they responded. When you bring that data back into the wider campaign landscape, it’s easier to demonstrate that print isn’t just a “nice to have” – it’s an element that pulls its weight alongside digital.

I want to be very clear here – this isn’t about choosing between print and digital. It’s about using both intelligently, so your whole campaign works harder.

Print Wisdom® in Action

At NEXUScpp, this is where our Print Wisdom® really comes into play. We don’t just run your print – we help Marketing and PR teams make sure every detail supports your strategy:

• Strategy: Who are you targeting, and what do you want them to do? We help you design print that’s precise, not scattergun.
• Concept: From format to finish, we’ll suggest ideas that make your piece stand out without overspending
• Production: Variable data printing allows for mass personalisation, but it still needs to be cost-effective. We’ll guide you on paper stocks, finishes and machinability so your campaign lands in the right way.
• Delivery: We understand that timing is critical. We’ll help you map in-home dates that align with your campaign schedule for maximum impact.

It’s this combination of marketing understanding and production knowledge that means our clients’ campaigns don’t just look good – they perform!

Ready to Go?

For Marketing and PR teams, personalisation in print is no longer an extra. It’s a way to make your campaigns stand out, deliver higher engagement, and prove ROI in a crowded marketplace.

If you’d like to explore how personalised brochures, catalogues and mailers could fit into your next campaign, we’d love to help. Our Print Wisdom® brings strategy and craft together, so your print works harder, smarter, and with real impact.

For more ideas on how print can transform your campaigns, explore the NEXUScpp blog or get in touch to talk through your next project.