If there were a way to boost your marketing response rates by three to ten times the average,* and maintain or even improve your ROI in the process, you’d be interested, wouldn’t you?
There is—it’s called Variable Data Technology. Where personalization once meant imaging black text only onto direct mail forms and envelopes, variable data takes it to the next level: full-color, recipient-specific text (including personalized URLs), photos, graphics and QR codes now can appear selectively on pieces as diverse as:
- postcards and all direct mail package components
- brochure covers and/or inside pages
- sales sheets, newsletters and other collateral
- inserts into statements and shipping cartons
- fulfillment packaging
Why Use Variable Data Print?
By combining your audience data with variable data printing (VDP), your marketing piece becomes far more relevant to each individual receiving it, speaking to her specific needs, interests and history with your organization.
As a result, your communication is likely to generate significantly higher response than traditional non-variable marketing pieces. Using variable data not only captures attention, but can help your audience make better-informed purchasing decisions, increasing their loyalty to your brand.
That’s why more of our clients are opting to use multiple pieces of recipient data in their campaigns, such as:
- Name and relevant credentials, title and company information
- Geographic area, with the option of targeting neighborhoods
- Prior purchases and buying behavior
- Personal interests or other specific traits
Need a data point for your audience, but don’t have it? With our predictive analytics and list services we may be able to obtain it for you.
The Power of Customizing with Images
It makes sense for an auto dealer mailing to use sports car photos in targeting 18-to-25-year-olds and sedans to the 40-50 crowd. But with variable data, they can send a piece that is designed around the age, past purchase history, family status (presence of children), and income.
So now, instead of just sports cars vs. sedans, they can target the right sedan model and even offer a loan package based on general credit information. This degree of personalization can mean the difference between reading or discarding the mailer—and thus, the difference between success and failure.
The Key to Success with Variable Data: Continuously gather and use response data to personalize your next message to the individual. Your communications will become more relevant, leading the recipient to take the action you want.
*While personalization and variable data elements often help increase response rates, no amount of personalization or variable data will save a bad or irrelevant offer. In order for personalization and variable data to lift response rates, the critical component is still the relevance to the offer.