Variable Data Printing
Audiences are becoming more adept at tuning out boring, old traditional marketing campaigns. In fact, 74 percent of consumers get frustrated and turn elsewhere when marketing content has nothing to do with their interests. By personalizing your material to your target audience, you can increase customer engagement and response rates and, ultimately, your ROI. Variable Data Printing allows you to customize and personalize your direct mail marketing campaigns. Using Variable Data Printing means you can create more attention-grabbing direct mail pieces that appeal to your target market. Here are some benefits to using variable data printing with your direct mail marketing campaign.
Increase Your Return on Investment
By adjusting the content (images and/or text) on your direct mail pieces based on the recipients’ interests, location, family status, or any other piece of information you have on your audience, means your direct mail piece will be more appealing and relevant to the recipient.
Response rate of non-personalized mail pieces is 2%, where as a personalized piece, incorporating Variable Data Printing, has a response rate of 6%—that’s a 300% increase!
Making it Easy for Them Makes it Easy for You
Personalize the pieces in your mailing with information pertinent to the recipient such as the address and business hours of the store or person closest to them and you will reduce the number of phone calls asking for this information. Likewise, add mapping and get clients directly to your event or store. Or, depending on the marketing campaign, change phone numbers so recipients can contact the correct people within the company.
Variable Data Printing Supports Online Marketing
There is no denying the overwhelming growth of online marketing. However, the fundamentals of a successful campaign remain the same—successful campaigns are both strategic and tactical. And to that end, a campaign that includes both online and print components will achieve maximum effectiveness.
One of the strengths of online marketing is its ability to deliver variable content to individuals based on their behaviors. It’s most often seen with something like Google ads—a car ad pops up after a search for an auto dealer or fitness ads magically appear when you look for “yoga.”
By using variable data printing, print does the same thing—with better results. Unlike online marketing, a flyer, postcard or letter is tangible and can be kept. This means an audience is more likely to spend more time looking at the information you send, be engaged, and respond to the call to action. And, importantly, once engaged, they will hop over to the digital platform for more information or to place an order. It’s a multi-channel experience.
Finally, one of the greatest advantages of using variable data printing is the opportunity to track response rates more efficiently. Variable Data Printing allows for unique barcodes and coupon identification numbers to be placed on communication pieces which provides marketers with an easier and more efficient way of tracking your results.