Think digital is the only way to personalize your marketing campaign? Think again. Variable data printing allows you to customize each piece – from name and address to graphics and images – enabling you to tailor your advertising according to the demographics of your target audience.
What makes this possible is digital printing technology. Your project is mapped to a database, allowing the customer’s name and address (or other text), as well as visuals (graphics and images), to be customized as each page is printed.
Variable data printing is particularly effective for direct mail campaigns. While consumers are increasingly learning to tune out digital ads and email marketing, most people check their mailbox every day and sort through each piece. When they receive a marketing postcard with their name, the image of a person that looks like them (say, a middle-aged person versus a 20-something), or perhaps an image of the type of car they previously bought from a dealer, it increases the likelihood that they will stop and pay attention to your ad.
According to Canon Solutions America, using your recipient’s name in a full-color direct mail piece can increase the response rate by as much as 135%. Include additional personalized information and the response rate can increase by up to 500% versus sending a static, one-size-fits-all mailer.
In addition, variable data printing is more cost-effective than other printing methods. You print only the quantity you need and eliminate the need for labeling, because your customer’s address is printed directly on your mail piece. You can do a trial mailing using only a portion of your database to gauge the response before committing to a full run, or you can do A/B testing to understand which variables are most effective.
Once you begin considering the possibilities available with variable data printing, it can lead to more creative campaigns, as well as an increased response rate. Examples include:
- Personalized thank-you notes, perhaps including a coupon for an item to complement a previous purchase.
- Reminder postcards that include specifics such as the type of vehicle your customer owns (for an oil change reminder) or the type of pet (for reminders about vaccinations or grooming).
- Reconnecting with customers you haven’t seen for a while. Make it easy for them by including a QR code that connects them to a personalized landing page.
Make your next direct mail campaign more effective and reach your specific target audience with variable data printing. Your salesperson will walk you through everything you need to know to get started.