Mass printing your company’s marketing materials can potentially make a direct mail campaign somewhat successful. But when each of mail pieces look the same, reflecting the same information to the same “potential customer,” the central message can feel a little impersonal and out-of-touch. This blog post discusses how variable data printing (VDP) gives you the opportunity to make your mail pieces much more personalized and individually appealing.
Connect With Your Customer
Rather than address a mail recipient generally or in a vague way, VDP gives you the opportunity to call the recipient by their actual name. What’s more is the process of VDP doesn’t slow down any kind of printing. Instead, innovative VDP technology allows you to insert specific demographic, personal, and marketing information about the group of recipients to make every mail piece individualized and unique. Even though your marketing materials will likely have the same basic design and promotional / branding orientation, your content and addressee information can be much more unique based on who is receiving a particular mail piece. Again, the printing job isn’t slowed down by this process — you can now customize mass printing.
Increase Your ROI
Through VDP, you can clearly make a stronger connection with a potential customer. This personal connection stems from an engagement with physical marketing materials, and VDP will let you reach specific customers directly. Marketing data states that customers are 70% more likely to engage with mail campaigns that feature color and their name. VDP allows you to stay true to your original marketing message while reaching particular customers. Further, through the use of individualized, customizable mail pieces with VDP, your response rates will jump up by at least 15%.
With this state-of-the-art printing technology, you’ll guarantee your direct mail campaign’s success. Give us a call today, and let us walk you through how VDP will more cohesively connect you with your customer.
By Michael Phillips
