Variable Data Printing

Some know it as variable data.  Others know it as variable data printing.  And for those of you who love acronyms, you know it as VDP.

So what is it and how can it improve your ROI?

Variable data printing takes a traditional marketing campaign that has a “one-size-fits-all” message and turns it into a personalized one-to-one communication with different messages and images that match each segment of prospects/customers. 

What does that mean?  Say I’m trying to sell cars and 50% of the mailing list is a target market of single males with household incomes of $100,000+ a year between the ages of 25-30 years old.  The other 50% of the mailing list is married women with household incomes of $120,000+ between the ages of 40-45 years old.  Taking these two target markets into consideration, it wouldn’t make sense to send out a postcard with a minivan on it to the half that are 25-30 year old men. 

If I create only one postcard design and message and send it to both audiences, chances are I won’t get as high of a response rate as I would if I targeted a design and message that was of interest to each prospect. The issue is relevance. There is a direct correlation between the relevance of the message and the response rate.

This is just one way to utilize variable data printing.  By improving your response rates, it can lead to higher revenues and higher ROI when measured. 

Here are the top 8 ways to increase your ROI with Variable Data Printing:

1. Create a rapid response system for handling inquiries.

   Responding quickly to inquiries can help reduce costs and increase accuracy.  Print on demand only the information requested personalize it – one of the great features of variable data printing.

2. Include a Personalized URL on your variable data direct mail piece.

   Not only should you personalize the direct mail piece, but start integrating your marketing mix using multichannel marketing with a Personalized URL and personzalized micro-site or landing page.  It can improve response rates by making an individual feel like you are talking to them directly.

3. Send a follow-up direct mail piece to any visitors that visited their PURL.

   The prospect is showing some interest by making the effort of visiting the PURL.  Follow-up with a more compelling personalized message and offer to further interest them.

4. Segment your mailing list.

   Don’t just personalize the direct mail piece, but stretch your marketing budget even further.  Create segments and develop a targeted message to each one.

5. Drive traffic to a website.

   Including a personal URL can help drive traffic to a website.  If you have an ecommerce website, driving traffic to the site can ultimately lead to sales.  Personalize the offers by segmenting your mailing list into groups of products purchased.

6. Drive traffic to store locations.

   Send out a direct mail piece that includes a personalized map to the closest store to your prospect/customer and include a coupon with an expiration date.  You can even make the coupons variable based on annual spend at the store.

7. Develop an adaptable, multi-touch campaign that distinguishes you from your competitors and appeals to your prospects on a one-to-one level.

   Cost-effective, customized communications cut down on both confusion and waste.  Prospects come away with relevant information and a more positive experience.

8. Track your direct mail campaign.

   Maybe you start off with a personalized direct mail campaign that provides a Personalized URL (PURL) for your prospect to visit.  They stop by the PURL and take a look at your offer, then leave.  Now what?  You’ve just captured their visit and contact information and they’re obviously interested, but maybe it was the wrong offer or they just weren’t ready for the next step.  So, you follow-up their visit with an email and a better offer.  Chances of getting a response this time around are much greater!

Want to learn more about Variable Data Printing?

Visit our website to learn more about variable data printing, where you can download a case study, view a personalized URL (PURL) demo, or have someone contact you.

Filed under: Direct Mail, Variable Data Printing, VDP

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