“69% of recipients of Direct Mail prefer highly personalized copy” - CAPS Ventures Study Make it Personal and Get Results
Highly targeted, relevant direct mail communications have proven time and again to greatly increase the effectiveness of marketing and communications efforts.
Variable Data Publishing (VDP) automates the direct mail process so that each direct mail piece can look as if it's been expressly designed and printed for a single person. Smartly executed, it maximizes the relevance of your direct mail piece and drives responses.
Variable data printing is a great tool for conducting targeted marketing campaigns and tailoring your literature to appeal to individuals and small, well-focused niches.
How it Works?
Variable data printing enables customization of documents using digital printing technology, as opposed to the 'mass-production' of a single document using offset printing. Instead of producing 20,000 copies of a single document, delivering a single message to 20,000 customers, variable data printing could print 20,000 unique documents with customized & personalized messages for each customer.
Why Should I Use Variable Data Printing?
The returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable jobs. This will depend principally on the content and the relevancy of that content. However, the technique enables the savvy marketer an effective tool for increasing the ROI on their marketing campaigns.
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The Levels of Customization
From the "least relevant" to the "most relevant" ways of communicating, here are the different levels of customization:
This is a "one size fits all" marketing message. Your marketing message is "mass-produced" using conventional offset lithography and every customer will receive the same message.
Each customer's name and address will appear on each document to attract attention but the marketing message is static and exactly the same for each and every customer.
Segmented versions of a document are created to meet the needs of different groups. Your customer base is segmented according to demographic or other attributes, perhaps by a previously expressed interest. For example, investors could be segmented by age or long-term goals, or car owners segmented by the model they own, or geography could determine the version. Customized content is then delivered that best addresses the needs of each particular segment.
The ultimate application of direct marketing, each document's content is fully customized to be highly relevant and custom-tailored to a specific individual. A full color document is dynamically composed and everything in the document can be varied- the layout, text and images can all be swapped depending on the customer.