Variable Data Print

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Direct Mail Advertising - Three Arrows Hit in Red Target on a Hanging Sack on Natural Bokeh Background.
We often post about the benefits of using direct mail over other forms of marketing, but maybe we haven’t discussed what role variable data print has in the success of direct mail. Direct mail is an incredible marketing tool, but when it’s paired with variable data, the possibilities are endless. So, what is variable data print (VDP)? For those who aren’t familiar with the term, Variable Data Print is defined as “a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file.”

If you’re still unsure how this is different from other print technology, just take a closer look at your daily mail. Sift through and see which pieces have your name on the address label or strictly “resident.” Look further to see which ones include your name or other personalized information within the actual mailer itself, not just the label. Some marketers even change the graphics for each recipient based on their gender, age, or other demographic information. As we said above, the possibilities are endless.

Do you have a customer loyalty program where you track customers’ shopping/spending habits? You might consider looking at these specific habits and keeping these customers in mind for your next marketing campaign. If you own a restaurant and you notice that a specific customer 8 out of 10 times orders a steak dinner, think about sending him a mailer with a picture of that steak dinner or a coupon for it to grab his attention. Or if you own a grocery store and every week a customer buys the same products, send him or her coupons for those specific products. Use the information you have to personalize your mailer and create an emotional connection with the recipient. It’s these things that make variable data such an integral part of your marketing campaign and will increase your overall marketing ROI.

So, how do we know VDP works better than regular, generic direct mail offers? Here are some interesting statistics as to why you should use VDP in your direct mail:

78% of CMOs think that custom content is the future of marketing

A survey of over 1,000 large businesses, across 10 different vertical industries, found that more than 60% of respondents’ campaigns were personalized or segmented

Personalized print media has a more powerful presence than a personalized email because the audience can recognize that it takes more effort to customize print media than digital

64% of marketing executives “strongly agree” that data-driven marketing is crucial to success in a hypercompetitive global economy

53% of marketers said “a demand to deliver more relevant communications and be more ‘customer-centric’” is among the most important factors driving their investment in data-driven marketing

If you weren’t sure before, it’s obvious that variable data print is an essential element of your current and future marketing campaigns. To stand out from your competitors and increase your ROI, call Allied to get started on your VDP campaign.

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