Special Report - Direct Mail Technology: 3 Important Ways Print Is Transforming Direct Mail
Brands using variable data printing have seen dramatic increases in ROI, revenue, response rates, conversion rates, incremental customer lifetime value and customer engagement, along with notable reductions of paper use and inventory space.
While many direct marketers may be talking about variable data printing, very few are actually utilizing it today. Epsilon's annual "Channel Preference Study" has repeatedly found that direct mail is a preferred channel to receive brand communications across many industry verticals. Knowing direct mail is a trusted and preferred communication channel, and that it allows brands to reach the right customers with the right offers and message at the right time, means now is the optimal time to create a business case for VDP.
Denny Dee is vice president of production services at Chicago-based response and engagement marketing services provider Aspen Marketing, a division of Epsilon. Reach him at email@example.com.
Pat McGrew, M-EDP, CMP is the Director and Evangelist for the Production Workflow Service at InfoTrends. As an analyst and industry educator, McGrew works with InfoTrends customers and its clients to promote workflow effectiveness. She also has a background in data-driven customer communication, and production printing with offset, inkjet, and toner. Co-author of eight industry books, editor of "A Guide to the Electronic Document Body of Knowledge," and regular writer in the industry trade press, McGrew won the 2014 #GirlsWhoPrint Girlie Award for her dedication to education and communication in the industry, and the 2016 Brian Platte Lifetime Achievement Award from Xplor International. Find Pat on Twitter as @PatMcGrew and LinkedIn.