Variable Data Printing Boosts Your Direct Mail Results

Create A Personal Connection With Variable Data Printing

The best way to create a connection with your target audience is by speaking to them directly. There is nothing more personal than speaking to and making eye contact with your customers and prospects. While it’s impossible to make a face-to-face connection with all of your prospective customers, variable data printing can help you get closer.

Variable Data Printing Matters: According to a recent study, 59% of shoppers say personalization was a purchasing influence

woman opening direct mail marketing letter

Variable Data Printing Boosts Return on Investment

Variable data printing allows you to make a mass mailing more personal, so you can reach each recipient with a message that is more meaningful to them. According to a recent study, 59% of shoppers say personalization was a purchasing influence.

The same Infosys study says that consistent high-quality direct mail that is personalized offers higher returns than a generic mail campaign.

The Next-Level of Customization

Marketers typically have a couple of mail lists – current customers, prospective customers and a master list with a mix of both.

The prospect’s list may be made up of homeowners that are within 25-miles of the business. Within that area, the residents have many more characteristics – homeowners vs. renters, middle-class salary vs. higher salary, two-salary households vs. single, children in the house and more.

Variable data printing gives you the power to speak to each one of them in a way that is meaningful to them. For instance, a contractor can offer a 10% spring cleaning discount on exterior paint to the residents in the housing division with homes that were built in the 1990s.

Residents in the division with homes built in 2017 may respond to window treatment upgrades because their exterior paint is still fresh.

How Variable Data Printing Helps

This digital printing technology allows you to customize the direct mail that you send to your mail list recipients. You can print the name of the recipient on each postcard, newsletter or letter that you mail, allowing you to send thousands of personal messages.

There’s more you can do with variable data printing. You can change virtually hundreds of elements on your mailing – from the offer to the call-to-action, image or colors – any element can be adjusted to better match a specific demographic.

This level of specialization is usually available to very large organizations with thousands of mailings for a large sum of money. Fortunately, there’s a process that allows organizations to segment their marketing to pinpoint their focus in such a way to boost their opportunities for success.

Digital Technology That Pays Off

This printing method utilizes a software spreadsheet to change out different segments of the mailer. The personalization areas can be the addressee, primary offer, a specific paragraph or sentence.

A different image or background color can be swapped out to match each neighborhood’s high school team colors. This may be effective for a sporting goods store or t-shirt manufacturing.

digital print operator variable data printing

Direct Mail Pros are in Your Corner

Even if you don’t have a professionally designed mail campaign or targeted mail list, One Stop Mail can create a campaign, provide targeted lists and distribute your campaign. Our designers can create attention-grabbing designs that stand out in any mailbox.

And, our mail list services are ready to fulfill your data services and mail list needs to help you succeed in your market. When it’s time to create a winning campaign with variable data printing, turn to One Stop Mail.

  • Salutations
  • Personalized Offers
  • Special Rates
  • Donation Offerings
  • Images

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