A Step-by-step Approach to Variable Data Printing
For example, says Goodman, a casino resort could send a postcard mailer to customers that is personalized to acknowledge their birthday, promote their favorite gaming activity (poker, blackjack, slots), promote their favorite leisure activity at the resort (golf, shopping, dining, fishing) and offer them a specific discount on one of those areas of interest based on their prior spending activity. Personalization at this level, he notes, can increase response between two and four times above the normal rate.
Obviously, an increase in response is only a good thing if your ROI improves, too. The work involved in performing more sophisticated personalization requires time and money. To determine whether variable data printing is a good fit for your business, Goodman advises marketers to ask themselves these questions:
* Do I have a product or service that can leverage personalization? Companies that are having success with VDP include those in the entertainment, travel and membership sectors.
* Do I have and/or can I amass the depth of data to support VDP?
* Does my product or service have a high enough value, either on a lifetime basis or a single-transaction level, to support the increased costs with VDP?
If you answered yes to all questions, then your next step is obvious—investigate VDP now, while you still have a chance of beating your competitors to this tool.
Keith Goodman can be reached at (760) 431-7084.