Variable data printing can personalize your print marketing and increase response rates to your static mailing campaign.
Print marketing is vital to your business success, and direct mailing services bring your company’s campaigns right to the consumer’s door. Variable imaging provides the same personalization in printed marketing materials that is commonly seen in digital marketing like email blasts, but in a more tangible way.
What Is Variable Data Printing?
Variable data printing (VDP), also referred to as variable imaging, allows you to personalize pieces of information on each copy printed while keeping other information static—without slowing the printing process.
Data is pulled from a customer list or database, which often includes information such as the customer’s name, address, order history, and your offer. The data you customize will vary depending on the nature of your campaign.
When is Variable Data Printing Useful?
Variable data printing can be used in a variety of ways, from personalizing customer names to segmenting demographic information for more targeted marketing messages. Personalization increases response rates about 20% on average.
The following examples demonstrate the versatility of variable data printing—build on them and come up with your own strategic custom messaging:
- Contacting current customers to follow up on their experience. Variable data printing allows you to customize your direct mail campaign to include the customer’s order, purchase date, salesperson or customer service rep, and questions pertinent to each.
For example, you could follow up a purchase with a letter that says “Thank you for your purchase, Mary! Here are some coupons for similar items you may enjoy.” The increase in response to different versions of your creative will help you understand your customer’s buying process, which will allow you to improve your service offering even further.
- Contacting inactive or unresponsive customers to remind them of your services and offer discounts on products they used to buy. You can also send warnings that their subscription, membership, or discount will expire unless they take action. If they do not respond, consider cutting them from your customer database, so you do not waste resources on unwilling buyers.
The culling process is necessary for measuring your results and response rates as customers who have moved, passed away, or are no longer interested in your services will drag your conversions down.
- Contacting potential consumers who have not yet converted. This type of mailing requires a list of customers who have called, emailed, or stopped in for more information but did not purchase the item or service in which they showed interest.
With this data, variable data printing can produce letters or postcards that appear to be custom written for each potential customer: “Thanks for stopping by the other day and checking out our blue widgets! If you have any questions, or you’d like to try the blue widgets out, feel free to contact us!” Often, customers just need a nudge or an incentive to make their purchase.
- Sharing new products, services, or promotions with current and past customers. This is a type of personalized communication uniquely distributed for your loyal following.
You should continue to make your contacts feel valued as customers. Personalize their names, offer discounts based on past purchases or interest, follow up to see how they like their purchase, and thank them for their return patronage. Loyalty goes both ways, and people are more responsive when you interact with them consistently.
These uses are only the tip of the iceberg in the applications of variable data printing. Variable printing is customizable to your objectives and your customers and allows you to create personal correspondence that encourages action, which increases your return on investment.
The Pros and Cons of Variable Data Printing
Variable data printing per piece is typically more expensive than static printing and will require you to furnish a customer database with detailed information. However, variable data printing produces greater results in conversions and sales, making it more cost-effective long term.
You can maximize the impact of your variable data printing by including as many customized data points as possible. Your customers can even be placed into targeted demographic groups, allowing the colors, images, and messaging of your marketing to vary depending on their individual data.
For the best in Arkansas mailing services and variable print marketing, contact Arkansas Graphics, Inc. at 501-263-2649 and set up a consultation to review your business’s mailing campaign needs.
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