What Can Variable Data Do for Your Direct Mail?
- What Do I Want to Achieve?
Is the point to sell a specific item or promotion, build customer loyalty, or learn new information about my customers? Have a clear idea of what you want.
- Who Am I Targeting?
Think carefully about how you are going to segment your customer base. Do you want to use person-specific data such as their name and how long they've been doing business with your company, or are you going to group them by age, particular interests, or the amount they typically spend with you?
- What Do They Want?
A good variable data campaign is one that speaks directly to the wants, needs and concerns of each customer.
- How Will I Measure Success?
To know how well your variable data is working, you'll need to track the response to your campaign. Think about whether your customers will scan a QR code, visit a link, like you on Facebook, or send you an order or feedback form—you can use all of these to measure how well your campaign is doing.
- Where Will I Get the Data?
VDP is only as good as the data you put into it. Before starting your print run, check your data very carefully—a small mistake can make a bad first impression.
VDP means you can offer each of your customers a personalized and meaningful piece of direct mail that will appeal to them and make you stand out. Instead of just another letter, your business will become a valued correspondent, someone that your customers want to read and respond to, which means stronger customer relationships and better profits for you.
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.