Portfolio Sample of Direct Mail Marketing Postcard from One Stop Mail for Dobson Academy with dolphin and small child with glasses and book

Variable Data Printing Brings The Best Of Both Worlds To Direct Mail Marketing

Even though your direct mail marketing campaign may be offline, you can still benefit from the personalization of online marketing!

After all, online shoppers and those who see most of their ads online are starting to become a bit spoiled. Nearly all the ads they see are custom-tailored for them, either in terms of the product offered, or openly using elements of their personal information to craft a pitch designed for them specifically. While some buyers still find this approach “creepy,” on the whole most consumers seem to appreciate the customization.

If they’re going to have to look at ads either way, they might as well be ads they could actually be interested in, right?

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Personalize Your Targeted Direct Mail Campaigns, But Don’t Be Too Personal

One of the most contentious issues in marketing today is the issue of privacy, especially in regards to data-gathering.  A recent Pew Poll showed significant across-the-board concerns about the amount of private information that’s getting into the hands of business, and this is undoubtedly affecting customers’ attitudes towards companies and targeted direct mail campaigns.
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Plan_Ahead_for_Direct_Mail_Campaigns

Plan Ahead Before Using Variable Data Printing!

Variable data printing is revolutionizing direct-mail marketing, and allows you to make “snail mail” that’s as personalized and engaging as email… but with much higher response rates than email.  It’s a best-of-both-worlds solution that demonstrates direct mail is still far from dead.

That said, there are also significant issues to consider when deploying variable data printing, from both a cost standpoint as well as its impact on the recipient.  Variable data can also be misused, or used poorly, so good planning is essential.

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