Variable data, variable imaging, and PURLs can be incorporated into print marketing campaigns by utilizing demographic data to increase sales leads.
[dropcap]M[/dropcap]arketing is vital to the survival of any business. Apart from word-of-mouth referrals, a solid marketing strategy is the single most important factor to lead generation. When it comes to one to one marketing for Arkansas businesses, there are a several relatively new technologies that are revolutionizing direct mail marketing: variable data, variable imaging and PURLs.
What Do These Terms Mean?
It is no secret that marketing is important, but variable data takes it a step further by making your marketing material more personal. This means more than simply changing the name on the advertisement – the marketing message is changed as well to be strategically aimed at each customer or prospect based on demographic data. This has been shown to improve not only the size of an order but also the number of repeat customers.
Variable imaging goes hand in hand with variable data. The difference is that, based on the variable demographic data, a different image can be used on individual marketing pieces. It could be something as simple as altering a color scheme, or even changing out the images used to grab attention.
Using this method, there are many ways variable imaging and data can work together. The key is to utilize the demographic information of your target audience. For instance, if the target audience for your campaign is a woman between the ages of 18 and 34 with children who makes $30,000 – $60,000 a year, there are a few inferences you can make that will help determine the way you personalize your advertisements for her, such as:
- She is busy and would appreciate a layout that is simple and to the point.
- She will more easily relate to imagery of a family than of a frat house.
PURL simply stands for personalized URL. PURLs can be included in your marketing strategy with the use of specialized direct mail software that will first print a unique QR code or a unique web address on your designed piece. The customers scans the code, or enters their PURL, with their mobile device and they are taken straight to a page created by the software and personalized for them to interact with your branded message. This allows you to market to a potential customer in a much more dynamic way.
Benefits of Personalized Messages
There are a number of benefits that variable data and imaging, along with PURLs, offer that enhance your marketing campaigns and increase your sales leads.
- Qualified and quantified response rates
- Better ROI with your marketing budget
- More repeat business
- Greater brand loyalty
- Measurable results
- Streamlined campaign management
According to a Nellymoser report, the average response rate for direct mail campaigns that utilize QR codes is 6.4%. Additionally, variable data printing, as reported by Adobe, increases sales by 81% and order sizes by 25%. Examining these benefits, it is easy to see why so many companies are moving toward personalized marketing rather than sticking to simple zip code or area code direct mail delivery methods that tend to cast a very broad net.
How to Implement a Personalized Marketing Campaign
History has taught us that a successful one to one marketing strategy for Arkansas businesses includes numerous techniques and mediums. Using strategies that are personally tailored to each persona you wish to target will improve sales and increase your advertising efforts’ response rate.
If you do not have the means to implement these methods in-house, look to a trusted printing company that is known for superb quality and customer service. For 40 years, Arkansas Graphics has served the marketing and print needs of their valued customers. With their mailing services capabilities, personalized messages and targeted lists are well within your reach. Learn more about using variable imaging in one to one marketing for Arkansas businesses or contact Arkansas Graphics to find out how print marketing can help grow your business.
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