Direct Mail 2.0: 4 Secrets of Advanced Variable Data Printing
Sophisticated software. Computer databases leveraged to their full extent. Clever personalization with text and images. Digital print devices producing gorgeous four-color images.
Instead of mass producing a single document using offset lithography, variable data printing (VDP) produces a mass of customized documents via digital print technology. So, rather than getting 10,000 mail pieces with the same message, VDP enables you to print 10,000 mail pieces with the right message for each prospect.
I'm re-introducing today's direct mail to you, powered by VDP in the most effective ways. In DirectMarketingIQ's recent case study collection, "Variable Data Printing: 6 Case Studies," we unveil many of the secrets of successful VDP and examples of VDP that's working now. Here are five of those secrets:
1. Proper Targeting + Proper Personalization = Better Response
With the average prospect hit by thousands of marketing messages per day, targeted and personalized print communications can seriously improve response rates and improve the overall fulfillment of business goals.
2. "Advanced" VDP gets Better Results
Current technology is tearing down barriers to the adoption of variable data strategies. Barriers have historically included cost, complex implementation and risk. For example, print service providers who are already comfortable with entry-level VDP can now take advantage of the growing market demand by implementing advanced VDP solutions, which are easier to use than ever before. Advanced VDP solutions enable marketers to leverage one or more information databases to develop relevant communications that improve the effectiveness of marketing campaigns.
Specifically, you can see a major increase in these four key business metrics: overall revenue, repeat order rates, order size and response rates.
3. Set Your Company Apart
VDP allows marketers to bring added value to its messages, enjoy market differentiation and create longer-term relationships. All of that leads to more loyal customers, who will be less likely to remove their business based on a cost difference of a few pennies per printed page. VDP services tend to drive recurring revenue streams as customers come back for more based on the improved and measurable business results they are able to achieve and demonstrate.
4. Tap Into the Number One Reason for Response: Emotion
VDP can transform a ho-hum campaign into a powerful one by using effective personalization and customized imagery to evoke emotional triggers that can lead prospects to responding to a specific call to action. Also, with the ability to place unique bar codes and coupon identification numbers on these communications, it is easy to track response rates and measure specific results.