Variable Data Printing

It’s always great to see actual variable data printing examples.  VDP is easy to implement and has been proven to be very effective.  Here is an example of variable data printing utilizing postcards. 

This “New Movers” postcard marketing campaign was done by Specialty Retailers, Inc.  They could have easily just mailed a postcard that says, “With locations near you.”   But instead, they took personalization even further. 

The most basic level of variable data printing involves changing the salutation or name on each copy.  Notice on the front of the postcard, Specialty Retailers, Inc. personalized it with the person’s name.  It’s a great attention grabber.

They also made a “special offer” on the mailer.  This provides the person with an incentive to take action.  You’ll see that the incentive is a coupon for 25% off of the first purchase with an expiration date on it.  Including an expiration date is very important, because it gives a sense of urgency to the call to action. 

Specialty Retailers, Inc. took variable data printing a step further and utilized ‘personalization.’  Not only did this direct mail postcard include the person’s name, Specialty Retailers, Inc. customized each copy by adding a personalized image of a map.

As you’ll see, the map includes driving directions from the new address to the specific store location that is closest to that person’s house.  Considering their target audience is a new mover, they may not be familiar with the area and using this type of personalized marketing is much more effective than saying, “Visit our website to find a location near you.” 

Results: Specialty Retailers, Inc. achieved coupon redemption rates as high as 42% and repeat foot traffic in stores from new movers after the initial coupon redemption.

This variable data printing example really shows the benefits of personalization and targeting your customers.  It’s easy to implement and can help greatly improve response rates.  Make the most out of your marketing dollars!

To get more information on variable data printing, visit our website at www.crwgraphics.com.