Traditional direct mail marketing services produce one piece of copy that targets a specific audience. Although there have been many success stories with direct mail marketing, there is another method that allows you to get even more surgical with your marketing campaigns—variable data printing.
What is Variable Data Printing?
Variable-data printing allows you to change elements based off of individual customer data such as text, images, and graphics, from one piece to the next without slowing down the printing process. This allows you to personalize your marketing materials down to a specific individual without sacrificing your time constraints. This gives your direct mail marketing campaign renewed potential at getting positive results.
Adopting VDP to Increase Your Chances of Success
By combining accurate data of an individual with your desired marketing goals, you can create copy that will be compelling and relevant. Many think that print is dead and that most people throw away marketing materials they receive in the mail. However, according to Compu-Mail, almost two times as many US adults react positively to receiving mail than negatively. Furthermore, they have found that direct mail outperforms all digital channels by nearly 700% in terms of response rates. This is related to the fact that 70% of Americans say mail is more personal than the internet. With the year winding down, statistics regarding businesses planned budget for the following year have been released. According to Target Marketing, 11% of businesses plan to increase their spending on VDP while another 16% plan to keep it the same.
Acquiring and Applying Data
The key to a successful VDP campaigns resides with the accuracy and amount of data you have collected. You want to always make sure this data is accurate to ensure a positive response from customers. Furthermore, having as much data as possible on an individual will allow you to maximize your personalization. At One Stop Mail, we have experience producing successful direct mail marketing campaigns utilizing the tenets of variable data printing to achieve our client’s desired results.