Benefits of Variable Data Printing

10 Sep
Over the last several weeks, we have talked about Variable Data Printing (VDP). We have looked at list usage, types of VDP, and how VDP impacts marketing. Now it is time to wrap it all up and examine the benefits of VDP.upward trend
In short, VDP allows you to customize and personalize your direct mail marketing campaigns. Using VDP 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.

According to PODi and DMA data, the response rate of non-personalized mail pieces is 2%, and a personalized piece 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 it’s 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 VDP, print does the same thing—with better results. Unlike online marketing, a flyer, postcard or letter is tangible and can be kept. What this means is an audience is more likely to spend some 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.

Tracking

Finally, one of the greatest advantages of using variable data printing is the opportunity to track response rates more efficiently. VDP 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.

To recap, 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.

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