Personalized mail pieces take care of job No. 1: get attention. Even better, by using content that's relevant and unique to each prospect, that attention has a much better chance to turn into action than with the traditional direct mail piece.
A Vertis customer focus study asked adults, "Which of the following makes a difference to what direct mail you open?" Sixty-six percent responded with "customized name." Because using a prospect's name is only the beginning of VDP, consider how much better response can be when all the capabilities of text, imagery and offers are properly leveraged on a mail piece.
Here are four tips from the report:
1. Use the Right Data Elements
"There's a wealth of information that is typically available in a marketing database," says Devyani Sadh, CEO, founder and head of client relations of Data Square, a data-driven solutions provider. "It is important to only use data elements that are predictive and can be correlated with response. Additionally, the usage of data will be most effective when there is differentiation within the customer or prospect base."
2. Include Relevant Images
"Pictures that reinforce a particular interest will also help get the attention of your customer/prospect," says Pegg Nadler, owner of Pegg Nadler Associates, Inc., a database marketing consulting operation. "The image can be contained in the letter, order form, buckslip or outer envelope."
One case study revealed that variable data mailings that feature relevant images can exceed normal direct mail response rates by double digits.
3. Great Data Can Help Deliver on a Brand Promise
In a sector like education, where prospects are willing to provide marketers with data, the possibilities of variable data promotions are limitless. One variable data promotion delivered on the Ivy Bridge College brand promise of a personalized educational experience, where each student gets a coach and can hand pick classes and schedules to fit their lives.