If you are familiar with the ins and outs of direct mail, then you have probably heard of variable data printing. Variable data printing is on-demand printing in which components of the printed copy, such as text, images, and other things, are changed from piece to piece without slowing down the process. This enables marketing teams to create highly personalized direct mail pieces, which can be a game changer for your business. Here are five reasons why you should consider using variable data printing for you next big marketing push.
More Bang for Your Buck
First and foremost, the greatest benefit you can reap from using variable data printing is getting a better ROI. With greater personalization, response rates should be higher, putting your money to better use in comparison to other approaches. And if you are thinking that the internet is where all the action is at, think again. Interestingly, 66% of Millennials are more likely to use a voucher if they have a physical copy, with 36% of people under the age of 30 saying they look forward to checking the mail every day. Direct mail is still a big player in the marketing world. Coupled with the personalization offered with variable data printing, it is an invaluable tool to have in your pocket.
Integration with Online Marketing Campaigns
Most marketing strategies conducted by businesses utilize multiple channels to improve their effectiveness so that they do not put all of their eggs in one basket. You can take personalization to the next level with custom QR codes and personalized URLs. Integrating variable data printing with an internet campaign is an effective way to get more engagement and response with your marketing campaigns.
Personalization Does Not Mean Slow Turnaround
When many of us think of personalization, we worry about how much time will have to be put into building the campaign for each individual we are targeting. But as we have mentioned before, variable data printing offers the ability to personalize without slowing down the process. Time is money, but variable data printing will provide a quicker turnaround than you might expect.
Segmentation on A Larger Scale
Variable data printing yields you the opportunity to take your data segmentation and apply it directly to various marketing pieces. You can target an individual based on their purchase history, their interests, age, and many other indicators that detail what kind of things a person will be interested in. Increasing your marketing campaign’s relevance to a particular individual will resonate more than with something that is more generic or not as personalized.
Tracking Becomes Much Easier
Tracking the response rates and other data metrics is much easier with variable data printing. Marketers have to constantly interpret data to formulate conclusions about customers so to improve and curtail campaigns. By making it more personalized with QR codes and personalized URLs, you can track the response rates of your target audience much more clearly than with other strategies.
With variable data printing, you can nurture current and new relationships with customers by acknowledging their uniqueness rather than grouping them into a more generic group. This will not only make them feel valued, but also set them up to have greater brand loyalty. Find out how you can foster long lasting customer relationships through variable data printing with One Stop Mail.