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Variable Data Printing

5 Reasons Why Your Business Should Use Variable Data Printing

        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.

 

Long-Term Benefits

        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.

 

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Using Variable Data Printing For Customer Reminders

Using Variable Data Printing For Customer Reminders

Before variable data printing, generating reminders for specific customers had to be done by hand. Naturally, this consumed a lot of time and required one to have a well-organized log of their customers that you had to go through one at a time. Today, thanks to variable data printing, you can push out custom tailored reminders much more efficiently.

 

What Is Variable Data Printing?

Variable data printing is a type of digital printing that allows you to change certain elements in the print run like text, images, and graphics from one piece to another without slowing down the process. As a result, this increases the customizability of your print runs so that you can cater specific pieces to specific customers. Personalization is the name of the game if you want to establish relationships with your customers. This breaks down the anti-advertising wall that we all have put up now since we have been exposed to so much of it through all sorts of different mediums. Whether it be through our music streaming applications or on television, most of us dread those commercial breaks, causing us to either get up and leave, or check out altogether. The goal is to engage with your customers, and the best way to do so is to give them a message meant only for them.

 

How VDP Can Improve Customer Reminder Responses

Say you are a car dealer and someone came in recently to test drive a car. You can now send them a reminder with an image of the same make and model that they test drove. Or maybe you run a bookstore, and someone recently purchased a popular novel in a series. You could send them a reminder to come in and purchase the next one in the series. You can repeat this process over and over again for all of your customers. VDP offers greater versatility and can be applied to a lot of different scenarios where you can foster repeat business. This not only creates a personal relationship with your customers but allows you to maintain your current customer base. It is always harder to get new customers than to keep the customers that have already done business with your brand.

 

Is the Cost Worth It?

Although VDP tends to be more expensive, the benefit of creating deeply personal marketing materials outweighs the costs. Consider how VDP can help build more powerful relationships with your customers, and how it can increase repeat business. In the long run, if you can get more people to re-enter the pipeline, then paying a little more for your prints might just be worth it. You can start your Direct Marketing campaign by contacting One Stop Mail.