Improving Restaurant Kitchen Efficiency with Waterproof Paper

In any busy restaurant kitchen, maximizing speed of service and plate presentation quality is the most important goal. There needs to be consistency throughout the meal prep process. Every operation runs more effectively when a process is standardized and employees are correctly trained for consistency.

improving kitchen efficiency with waterproof paper

In any busy restaurant kitchen, maximizing speed of service and plate presentation quality is the most important goal. There needs to be consistency throughout the meal prep process. From preparing salads and desserts, to crafting each entree to the chef’s specifications, all of the details matter. Before each plate makes its debut on your guest’s table, even the minor finishing touches, like garnish placement, should be uniform.

Consistency is key

Every operation runs more effectively when a process is standardized and employees are correctly trained for consistency. In a kitchen environment, prep cooks, pastry chefs, sous chefs, line cooks and anyone responsible for handling food needs to know how each dish should be prepared and presented, as well as the opening and closing procedures for each shift.

Use job aids

After in-person training and job shadowing, the best way to ensure employee training programs are effective and followed is to provide reliable tools that will make standards stick. Those tools are often printed reminders that are posted or stored in the kitchen.

Examples include:

  • Training Manuals
  • Recipe Cards / Recipe Sheets
  • Food Prep Sheets
  • Storage Signage
  • Safe Food Handling Posters
  • Refrigeration Temperature Guides – to be placed outside and inside of walk-ins and other coolers
  • Thermostat Setting Guidelines – for grills, ovens, fryers and other equipment

These printed items will need to endure in an intense environment. Think of the splashes, heat fluctuations and heavy handling they’ll experience in a kitchen. These tools are only as good as the material they’re printed on. If they don’t last, your employees cannot guarantee consistency and efficiency, and you will spend precious time printing and replacing, printing and replacing…. You get the idea.

How to protect printed pieces

To preserve printed materials, many restaurants turn to lamination. But lamination is not a perfect solution.. It is a time-consuming hassle that doesn’t work very well. So in addition to taking time to produce, it will eventually will peel apart with frequent handling and exposure to moisture – a waste of time and resources.

Try something new

We recommend cutting out the middle-man instead of trying to make standard paper into something it’s not. Synthetic waterproof paper is designed to withstand water, grease, chemicals, temperature fluctuations and heavy handling. The durability is already built into the material, it doesn’t have to be added. Plus, you can print it on your desktop laser printer… Did we mention that it’s also less expensive than lamination?

REVLAR waterproof paper can be easily cleaned, so you don’t need to worry about splatters or food residue. Simply wipe it down with a wet cloth or dunk it in water! REVLAR can be cut, punched or bound, so your guides and recipe cards can be fully customizable! Print them yourself and make them whatever size you prefer: small enough to fit in a back pocket or large enough to fill a binder.

By enabling you to print job aids just once, synthetic waterproof paper streamlines the employee training process. Once all staff is on the same page, everything will run more efficiently in your busy kitchen, which helps you to achieve your restaurant’s overall goal: maximizing speed without compromising on the quality of your meals.

Give it a try! Click here or on the button below to request free waterproof paper samples.


How to Print Multi-Part Carbonless Forms in a Laser Printer

Need to convert continuous carbonless forms to a laser format? Carbonless laser paper is an ideal solution. Find common carbonless paper applications here.

multipart carbonless formsMulti-part carbonless paper in a laser printer? No way!

Yes way! There is a whole new breed of carbonless papers created specifically for use in laser printers. These NCR (“No Carbon Required”) papers are not only laser-compatible, but clean and green.

So how does this work? If you need a three-part form, what do you do?

Selecting the correct collation type for your printer

Before you can print, you need to make sure that you buy the right type of forms. The way the carbonless laser paper will travel through your printer – how your printer pulls the paper and then outputs it – will determine which you need.

Why? Because there are special coatings on the paper that allow the transfer of writing through the layers, but the transfer can only work when the paper is in the correct sequence. Some printers will flip paper during the printing process and some will not, so testing your printer’s output and input will determine the type of paper you should buy and how to load it into your printer.

Do you need straight or reverse collated carbonless paper?

To know which type of collation you need, you must determine how your printer inputs & outputs paper. We recommend the following test for a single-sided document. For double-sided document instructions, see the second page of these guidelines.

  1. Draw a hand-written X on a sheet of paper.
  2. Place that sheet into the printer tray you plan to use for your carbonless forms and make a note of which way you put it in. Did you put it in with the X face up or face down? Make a note: “I put the paper in face ___, so that’s the input.”
  3. Print a single, one-sided page from a Word doc with the word “test” on it. Make sure you use the same printer tray as your X doc.
  4. Observe how the printed sheet comes out of the printer and sits on the output tray. Make a note: “The paper was face ____ on the output tray, so that’s the output.”
  5. Note: the hand-written X and the printed word “test” must be on the same side of the paper for this test to work properly. If they come out on opposite sides, start over and on step #2 place your sheet in the tray the opposite way you did the first time. Record your results again.
  6. Take your notes and follow through the table below to determine if you need straight or reverse collated multi-part forms.

Determine straight vs. reverse collated multi-part carbonless forms

  1. Once you know what you need, purchase the correct forms.

How to print a three-part form

Once you receive the correct paper, you are ready to print! Consult your note from step #2 in the test above. What was the input method that worked (you got the X and “test” on the same side) – putting the paper in the tray face up or face down?

How to load the paper into the tray

Remember: make sure you are using the same tray you used for the above tests.

  • If your printer input test gave you a “face up” result, hold your paper ream so that the arrow on the label faces up. Keep the ream in that position – don’t flip it. Rip open the package, lift the paper and place it into the tray. Remember, don’t ever flip that ream over!
  • If you got a “face down” result on the input test, you will want the arrow on the label to face down (so the label will actually be upside down). Keep the ream in that position – don’t flip it. Rip open the package, lift the paper and place it into the tray. Again, don’t flip that ream!

Carbonless multi-part forms labels

If you have followed these steps, you should be able to just print regularly without adjusting any printer settings. For a three-part form, you’ll print three identical copies. For example, if you needed five sets of your three-part forms, you would simply set the printer to print 15 copies. The paper will come out of the printer in the correct order.

Finished product

Straight Collated Forms

If you’re using three-part straight collated forms, when they are output, the pink will be on top, face down. As you lift them off the tray and turn them over, they are in the correct order, ready for use.

Reverse Collated Forms

If you’re using three-part reverse collated forms, output will be the white sheet on top, face up. The pre-collated forms will be in the correct order to use.

Reminder: never change the order of carbonless forms. For the special coatings to work and writing to transfer from sheet to sheet, the paper must stay in the correct order.

Coatings on multi-part carbonless forms

How to keep multi-part carbonless forms in sets

The easiest way is to separate multi-part carbonless forms is by color, so always make sure the correct color sheet is at the bottom of the stack.

Unlike the forms created for impact printers, these sets are not joined in any way. So what do you need to do to put them together? There are several ways:

  • Staple the sets together
  • Put them on a clipboard
  • Glue them
  • Or use them as separate sheets

The choice is yours. You need to determine which works best for your application. By discussing your needs with a specialist in this product, you may find that the 3-part sets you were using can now be condensed into 2-part sets.

Carbonless laser paper form options

Do you have various different uses for carbonless laser paper? Perhaps you need some 2-part and some 3, 4 or 5-part sets, then you may be best served by using 1-part coated front & back carbonless forms so that you can tailor the number of sheets to the application.

Do you have a 3-part shipping form, a 2-part statement or even a 4-part purchase order or delivery form? Using a 1-part coated front & back carbonless form will allow you to choose the number of sheets as you print.

Benefits of Carbonless Laser Forms

Whatever your need, you can cut costs by the versatility carbonless laser forms offer. They will run on every machine, including laser, offset press, high-speed copiers and digital duplicators.

And a huge benefit over pre-printed forms is that if you change an address, a phone number or conditions, you don’t have to toss the unused portion of your forms. You simply print what is called for with the most pertinent information and you will always have updated information; no reprinting necessary.

For a deeper dive into Carbonless Laser Forms, check out some FAQs. To try multi-part carbonless laser forms for yourself, request samples below. Ready to buy right now? You can visit our online store.

Reimage Sample Request

*This post was originally published in February 2015. It was updated in December 2016, June 2019 and March 2020.

Selling Print Shop Services: New Mindsets, New Relationships

The way you sell to your print shop customers is changing, and the focus on relationship-building needs to be a focus for your entire organization.

Selling Print Shop Services

As we’ve chronicled over the last few weeks, print shops are at a crossroads. On one hand, it has never been easier or more cost-effective to execute a number of different sized jobs, and to offer both smart marketing and customization options that make your store invaluable. On the other hand, you still have to sell those services to an increasingly digitally-focused public, and that’s not always easy.

The crux of the issue is that despite access to tools that make almost every aspect of a print shop’s business easier, it is still incredibly difficult to get your entire team to adopt. You may find that sales and marketing are slow to embrace training, reluctant to prospect, and that your prices aren’t low enough to close a sale on their own.

What are you to do, you ask?

Embracing a New Mindset

Welcoming new technology is often sold as a difficult process, but aside from the price tag and the learning curve, making room for inkjet or automation isn’t difficult because the benefits are so obvious. Changing a mindset honed over a lifetime in business is much more difficult.

One of the crucial things to know in 2016 and 2017, according to InfoTrends, is that the traditional sales process is no longer as successful as it once was. Customers are reluctant to pay more for a difference in the level of service, meaning you have to create a value proposition that is less about the nebulous edge you have over your competitor and more about the tactics and great ideas you can offer in conjunction with new technology.

Ultimately, that means your representatives can’t just sell on a bullet list of product features. They need to be versed in the prospect’s or customer’s business, offer potential solutions to major challenges, and proactively bring new ideas to them, even if they don’t directly help sell the product.

Forge a Relationship

Valuing a relationship over the sale—even if you don’t yet have that relationship—is what’s critical for print shops in the here and now, as Kate Dunn of InfoTrends argued at GRAPH EXPO. We see it in today’s marketing and sales efforts regardless of industry, as we’ve moved to models that favor crafting relationships over closing sales. That’s a positive development for customers, of course, because it means their needs and desires are being taken into account, and they have a business partner they can trust.

It is also going to be a positive relationship for your print shop. In this increasingly connected world, it’s incredibly easy for your rival shops to reach your customers with offers, and it’s very difficult to differentiate yourself meaningfully when you’re prospecting. A personal connection and a very real sense that you care about those who come to you with their business needs may be the only major differentiator you have, and it’s an impactful one.

Ultimately, you need to get your print shop sales and marketing teams on board not just with technology, but with a new way of doing business. Your customers will thank you with their loyalty and their dollars.

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How Inkjet Printing Has Fueled Growth In The Print Industry

The rise of inkjet printing has been a boon for print shops, who benefit from the technology. Could inkjet spur even further growth going forward?

Inkjet Printing

We are all living in the age of the inkjet printer, and for print shops looking to cut costs and expand their business, it’s a great time to be alive.

As GRAPH EXPO illustrated (and every look at the print industry over the last decade has told us) inkjet has been a blessing for those who make their living through print. Here, we’ll take a closer look at where inkjet printing is, and the growth we still see in the future.

Inkjet’s Moment

Over the past ten years inkjet printing has seen incredible growth within the billion dollar print industry. Over the past ten years, the production of roll-fed inkjet print engines has seen massive increases, in both color and black and white models. The popularity of these machines is no mystery to anyone who uses them, as they’re cheap and offer a versatile array of printing options.

Inkjet arrived at the right time, as print advertisers need highly customizable print ads to reach their desired audiences. Studies have found that 84% of consumers are more likely to open a direct mail advertisement if it is customized to them specifically, but only 27% are receiving this type of advertisements. The age of the print ad is not gone, in other words, but customization is the key to making them appealing.

Inkjet printing offers a low-cost option for high quality, personalized advertisements, making inkjet increasingly appealing to businesses looking to reach their markets at a low cost. It costs less than 5 cents per letter-sized page, on average, in colored ink to print through a roll-fed printer.

Ink has been winning the battle for consumption over toner for quite some time. Around 2008, according to InfoTrends, toner started to stagnate as ink continued to rise, which demonstrates a growing demand for the cost-effective printing option.

The Future of Inkjet

As the market grows to demand higher quality, the need for high-end print materials continues to increase. The print industry is projected to grow from $8.7 billion to $13.1 billion from 2015 to 2020, a tremendous rise and a testament to the future of printing, even in today’s digital landscape. This is good news for the sustainability of print shops. As technology advances, the prices for inkjet will decrease due to the shift from roll-fed toward roll-to-cut.

Overall, the value of inkjet services and shipments are projected to increase 10.8%. With inkjet printing making it possible for print shops to handle large jobs without major cost investments, now is the time to embrace the customization your customers want, and reap the revenue you’re looking for.

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How Data-Driven Marketing Benefits Print Shops

Data-driven marketing is the way of the future (and present) for print shops the world over. Here’s how you can embrace it effectively.


Print shops are benefiting mightily from the digital revolution, as we’ve discussed, with the benefits of cheaper technology and wider reach tending to get the headlines. Data is no less valuable in the world of print, but it does seem to be the afterthought in the marketing conversation at times.

Now more than ever, anyone marketing and advertising in the print industry needs data to properly target their efforts, learn who their ideal prospects are, and ultimately forge meaningful connections. At GRAPH EXPO, we learned how results-focused marketers in the industry (and we assume that’s all of you!) can make data work for you.

Data-Driven Marketing Drives Retention

In a survey conducted by InfoTrends, nearly 40% of those polled said their most important business objectives were to either improve the customer experience or increase customer loyalty.

In both cases, it makes sense to know who your customer is and what they care about, so that you can tailor both your messaging and your products to your audience. Over 75% of InfoTrends’ respondents said that customization was a key focus for them in the year ahead, and the advent of new technology and better data have combined to make that customization possible.

Data Enables Customization

Consider this scenario: You have a customer who needs 1,000 customized direct mail pieces. Even 10 years ago, that would have been a daunting and time-consuming order to fill, but with access to digital print technology and a decent grasp on data management, you can cheerfully fill that order.

When you consider that 61% of U.S. consumers feel better about a company after receiving a printed piece that has been personalized, versus one that has not, and that the businesses you work with are very likely to be aware of the benefits of personalization, your ability to deliver customization could wind up being a key differentiator for you.

The Data Frontier

While it keeps getting easier to find and use quality data, there are hurdles to overcome, as highlighted in the InfoTrends survey. A full 96% told InfoTrends they find predictive data modeling challenging, and 96% also said they found data segmentation and analysis to be a small-to-significant challenge. Some of these challenges can be solved by using a quality contact management system.

As quality customer data becomes easier and easier to access, and the tools available to parse that data become more powerful, there’s no excuse to avoid the kind of customization that can win you new customers and please existing ones. Check out our ebook below for more ways to drive your print shop forward into the future.

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Print Trends For A Digital Age: Insights from GRAPH EXPO

Have you heard, print shop owners? Your industry is dying, and digital will soon rule the world. Or so some would have you believe. In reality, the value of print in a digital age isn’t diminished, simply changed. It is actually easier than ever to reach a wide audience with print. Print is still a trusted format, and … Continue reading “Print Trends For A Digital Age: Insights from GRAPH EXPO”

Print Trends

Have you heard, print shop owners? Your industry is dying, and digital will soon rule the world. Or so some would have you believe.

In reality, the value of print in a digital age isn’t diminished, simply changed. It is actually easier than ever to reach a wide audience with print. Print is still a trusted format, and while print shops are eyeing the threat of a paperless world, that reality is a long way off, if it ever comes at all. With innovative new technologies and savvy use of emerging techniques, print shops have more opportunity than ever before to showcase what they do and win new customers.

Here are some print trends worth keeping your eye on as we ride out the rest of 2017.

The Rise of Inkjet

As we’ll discuss more thoroughly in an upcoming blog post, the rise of inkjet printers has created a renaissance in print. That’s because inkjet offers a relatively affordable, fast printing method that can be useful in a huge variety of contexts, with unique substrates that can hold up to even the most rugged uses.

Per research from InfoTrends, toner shipments and services have been relatively static for years now, but Inkjet has risen from a roughly $130 billion industry in 2008 to a nearly $200 billion industry a year ago. Because of Inkjet’s ability to offer longer and shorter jobs for print shops, and to improve margins on existing jobs thanks to efficiency, print shops can win new business and retain current business more effectively than ever.

New Substrates

One of the key factors for increased print business has been the increase in the types of synthetic paper available. Products like Relyco’s owner REVLAR offer a fresh take on traditional paper with increased durability and nearly all of the utility of traditional paper, enabling a number of new uses. You’ll find many of those here on the Relyco blog.

Print 4.0 & Automation

The first three waves of modern print came with mechanization, mass production and electricity, and automation, but we are now at Print 4.0. That involves the use of robotics to increase output and accuracy and reduce labor costs, all items of interest for a print shop owner looking to maximize profit and please customers. Plus, everyone likes robots.

These systems aren’t necessarily affordable just yet, but that is coming, and the opportunities they afford in reduced labor costs and production can’t be overstated.

Even if you’re not dipping your dollars into the world of robotics, you’re using automation in your everyday life as a print shop, and automation has only gotten better in recent years. Like everything else you’re keen on doing, it helps to greatly streamline operations.


So the print industry is not dead; in actuality, it is thriving. It’s all about seizing the emerging opportunities that technology—and yes, even digital technology—is offering you.

In the coming weeks, we’ll be offering a dialed-in look at some of the biggest topics in the world of print, so be sure to come back!

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Get The Most Out Of Your GRAPH EXPO Experience!

This year’s show is shaping up to be a great one, with an amazing assortment of exhibitors, live demos, seminars and more, there’s plenty to keep you busy…


The big day is almost here. You’ve packed your bags, made your travel plans and readied yourself to embark on the journey to GRAPH EXPO.  This year’s show is shaping up to be a great one, with an amazing assortment of exhibitors, live demos, seminars and more. That means there’s plenty to keep you busy, and plenty to keep up with.

To help you get the most out the crazy weekend ahead, Relyco has compiled a short list detailing exactly what the show has to offer in the hopes that you can use it to get the most out of your GRAPH EXPO 16 experience.

1) Don’t be afraid to get involved!

Signing up to attend GRAPH EXPO’s Seminar Program is a great way to squeeze maximum value out of your pass.  These sessions come in seven main tracks, and are offered from Sunday – Tuesday and can help you find solutions to your company’s challenges while growing your business, which is exactly what you’ve always wanted.  Download this PDF for specifics, and check out a few of the seminar titles below:

  • How to Increase Your Sales
  • Adapt your Business to the Newest Technology and Trends
  • Growth Strategies and New Business Opportunities
  • Managing Costs and Improving Efficiencies
  • Uniquely In-Plant – Challenges and Solutions
  • Designers and Creative Professionals – Challenges and Solutions
  • Hands-on Computer Training Labs

The best part? You can pick and choose which seminars you’d like to attend to fit your business needs, with prices ranging from $125 for a single session to $849 for unlimited sessions. You can view the full list of pricing options here.

2) Preparing For The Next Big Thing

Start your GRAPH EXPO experience off on the right foot with the Executive Outlook Program. Every year the program provides economic and marketing information, technological reports, and print trends and forecasts designed to help you get the most out of the show, starting Sunday morning at 8 a.m. and concluding at noon the same day.  To give a better understanding of the impact the Executive Outlook Program can have attendees, here are some rave reviews from past attendees:

“Executive Outlook was the best thing that ever happened to me after so many years in the Graphic/Print profession.”

“Excellent speakers!”

“Will be back next year with more of my executive team.”

The Executive Outlook Program is the perfect start to your GRAPH EXPO experience, so learn more about the event  and get pricing options here.

3) Don’t forget to take some time to explore

Yes, seminars and executive outlook programs can be incredibly educational and rewarding, but they can also be exhausting.  Don’t over-schedule yourself! Give yourself a break from the action by exploring all the exhibitors and booths GRAPH EXPO has to offer. With over 400 exhibitors, you would be smart to take a walk through the show and find what best suits you.

And of course, don’t forget to stop by booth #2857 to say “hello” to the Relyco Team. We look forward to seeing you at the show!

Join Relyco In Supporting Charitable Giving At GRAPH EXPO 2016

With Relyco’s Vibrants for Charity, you can support great causes while exploring opportunities for business growth at GRAPH EXPO 2016.

Vibrants for Charity

You’re attending Graph Expo 2016 in the hopes of growing your business and forging valuable connections, but did you know you can also support some great charities while you’re in Orlando? Stop by Relyco’s booth (#2857) to learn how to give to your charity of choice.

How to Give At Graph Expo 2016

When you visit Relyco’s booth, you can request a specialty badge printed on our REVLAR Vibrant Colors durable paper that highlights a specific charity. This year, the featured charities are the Everglades Foundation, The Boys & Girls Clubs of Central Florida, SPCA Florida, Wounded Warrior Project, OneOrlando Fund, and Habitat for Humanity.

Each of these charities was selected because of the great work they do, and Relyco is proud to stand behind them. We’ve also made it easy for you to give and get something stylish and functional in return.

Get A Badge, Support A Charity

For each of these badges worn during GRAPH EXPO, Relyco will make a $5 donation to the charity of your choosing. Visitors to Relyco City should request their badge early on in the show, which kicks off on September 25th, because of limited availability.

This is the kind of opportunity Relyco loves, because our focus has always been on supporting good causes. We hope to see you at the show, and we hope you’ll help us support one of these organizations and make a difference.

Be sure to share your badge at the show by hashtagging #Vibrants4Charity and mentioning Relyco on your social media accounts!

GRAPH EXPO 2016: Explore the Possibilities of Print

Learn how Relyco will be bringing key print and paper possibilities to many industries at our “Relyco City” booth at GRAPH EXPO 2016.


We’re excited to see the best and brightest in the world of print when GRAPH EXPO 2016 kicks off in Orlando, Florida from September 25-28.

Visit the Relyco booth (#2857) and take a trip to Relyco City to explore how our huge range of products are used from industry to industry. Come discover the nearly limitless number of applications, across dozens of industries, that specialty paper can provide.

But before you buy your passes, follow this link and register to receive a free GRAPH EXPO 2016 pass from Relyco!

Below, you’ll find just a few of our favorite specialty paper applications across several industries. Find yours and check them out! You may find that, with a little help from us, you already have options to grow and expand your business right at your fingertips. Still curious? You can check out the complete list of solutions, here.


Do you print for colleges, universities, or local high schools? Join us at GRAPH EXPO 2016 to explore how you can aid in their promotion of student, faculty and alumni programs. Popular products for the education industry include ID cards, REIMAGE carbonless laser paper, REVLAR waterproof paper, ULTRASEAL pressure seal self-mailers and DigiPOP digital packaging. These are often used to create parking passes, admission forms, signage, acceptance letters, and university-branded giveaways.


Our blank check stock, IRDs and ULTRASEAL self-mailers are all staples in the financial industry. This year at GRAPH EXPO, Relyco will also be showcasing its new Integrated Payment Solutions suite! Come learn about our electronic invoice data capture and workflow solutions, electronic business bill payment, and check writing software. All of these tools allow you and your customers to manage 100 percent of your invoice and payment processes.


The manufacturing industry is steady business for printers, and provides an easy opportunity to expand your portfolio. We offer durable labels, REVLAR labels, TriDura durable paper blue prints, and marine grade labels, as well as REVLAR for safety signage. The bottom line is that REVLAR is used in new and creative ways every day to fit the needs of the manufacturing industry.


Governments rely heavily on custom solutions like the ones Relyco provides. REVLAR, TriDura, REIMAGE and ULTRASEAL are frequently utilized, with applications and uses ranging from license plates to field manuals, to permits and fishing licenses, to utility bills and form labels.


The healthcare industry is all about security and consistency. Your industry customers are looking for products like wristbands that serve as patient identifiers, REVLAR that can be used as signage and medical charts, REIMAGE to seamlessly pass along sensitive data, security paper prescriptions pads, and hyper-secure medical results mailed using ULTRASEAL and ID card guest passes.


Creative retail businesses are always finding creative uses for specialty paper. TriDura mattress tags and REVLAR die cut plant wraps are just a couple of those unique applications, along with standard uses such as ID card coupons, low tack labels, and ULTRASEAL to mail promotions. Frankly, that’s just the tip of the iceberg for retail.


Restaurants are fast-paced, chaotic and sometimes messy environments. That’s why our durable and waterproof products are in high demand.

REVLAR and TriDura durable paper are the perfect solution for menus, log sheets, shelf wobblers, and other signage, while REIMAGE allows for seamless inventory tracking and vendor order forms.

Visit us at Relyco City in booth #2857 at GRAPH EXPO 2016 and learn how our solutions work in cities across America. Learn how we can help you Explore the Possibilities and grow your business by expanding your portfolio into realms you didn’t even know existed.

How to Incorporate Personalization Into Customer Loyalty Programs

Your loyalty program can go from useful to exceptional with the smart use of personalization, both in digital and print contexts.

customer loyalty programs

Picture this: One of your most loyal customers opens their mail to find a postcard from your company welcoming them to your loyalty program. They’re excited, but when they turn it over, they find the piece begins “Dear Sir/Madam.”

At this point, your loyal customer is feeling pretty blue. They’re feeling like even though they’ve purchased from your company repeatedly, they don’t matter enough for you to get their name into a piece ostensibly rewarding them for being loyal.

Now you understand why personalization belongs in your loyalty programs. Here are a few tips for using personalization in both print and digital marketing.

Personalization for Digital

Unless you have a very small email list, going into each email you want to send and changing the name is going to chew up a lot of time—so don’t do that. Instead, utilize the personalization tokens available in your CRM or email provider. Personalization tokens auto-populate with form field data based on recent conversions, allowing you to create loyalty program messaging that’s not only highly personal, but highly efficient as well.

The key is to automate without making it obvious to your customer that you’ve done so. Any time you can insert a name, a reference to your most recent brand interaction, or send along a special offer on their birthday, you’re using personalization in a way that increases loyalty and makes a customer feel like they’re genuinely valued. Just don’t be too creepy about it, please.

Personalization for Print

There aren’t a lot of shortcuts for print jobs, because you’ll have to print every name, but with the right solution you can keep your loyalty program humming along in print and do some really cool things along the way too.

For example, you can use Variable Data Printing (VDP) software solutions like FusionPro and uMerge to change elements of print pieces without slowing down the run. Imagine sending 100 different customers branded decks of playing cards with their names embossed on the box, or a 3D printed megaphone for your sporting goods store, or even custom ID cards in a postcard-style mailer.

It’s a small time commitment and relatively inexpensive way to show your gratitude. Few things can make a client feel special like a personalized mail piece with some obvious effort behind it.

With the right personalization, your loyalty program won’t just reward customers for their loyalty. It will actually make them more loyal.