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The transition from mass-marketing* printing to Variable Data Printing (VDP) and Personalization is the way you can stay ahead of the competition. It’s a fact stated by multiple studies, recipients pay more attention to personalized mail pieces. With personalized text and visuals created with variable data printing, your direct mail is no longer advertising, but a message to an individual.
Personalized direct mail is highly-targeted and returns outstanding results, compared to bulk mailing. Most marketers know that personalized direct mail helps to increase response rates – by 36 percent in most cases.
Personalization isn’t complicated. Variable data printing can be quickly embraced by businesses that collect customer data regularly. Based on all personal data you can gather about your customer database: purchasing history, shopping preferences, psychographics, demographics, and lifestyle; you can create custom offers that appeal to the right person at the right time.
A fast turnaround insured by VDP makes it easy for a company to send out materials to customers.
There are various forms of variable data printing, ranging from simple salutations and addressing to the fully variable changing of text and graphics.
You can use VDP also for A/B testing, sending out different versions of the same mailer to see which performs best. You can test out different creatives: graphics, images, offers, taglines, and anything else can vary on the mail piece.
Track the response rate effectively, by inserting with the help of VDP customer codes, or personalized URLs or call-tracking numbers to identify the segment that responded best to your offer. Knowing the results of your marketing efforts will help maximize the ROI you see from print marketing.
Also, you can use personalization to customize the offer, speak your clients’ language, or to build a personal relationship with them based on their personal data, location, or their purchasing history.
Here are some examples of VDP usage to get started:
Reply cards that ask for donations – with increasing or decreasing amounts, using data from previous donations.
* Mass marketing is a market strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy.
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