How to Knock it Out of the Park with Variable Data

How to Knock it Out of the Park with Variable Data

Don Peppers and Martha Rogers began preaching 1:1 marketing for 19 years – the era of Web 1.0. Peppers and Rogers got on the 1:1 soapbox in 1993 with their bestseller, The One to One Future.  To speak to your customers 1:1 in the 90s, a company had to do it through phone calls, lunches, small seminars, individual letters, mass mailings with a personal note scribbled on the bottom or expensive custom pitches.

Not today. If you do the right prep work, you can speak to hundreds, even thousands of customers 1:1 through variable data printing.  The only drawback is you have to slow down long enough to ensure you’re collecting the right data on each customer. You need to know them, their family, and their buying preferences intimately. You also need to make sure that you are aligned with a partner to establish your data extraction and print processes to make your marketing pieces truly speak 1:1.

Variable data printing or 1:1 marketing is also known as database printing. With the numerous case studies validating variable data printing’s lift and today’s advancement of data capture technology, it is still surprising only a fraction of companies use it.

The four companies below have grasped the single message source (store) to the single recipient (household) concept and built their CRM systems around it.  These VDP rockstars consistently deliver a “mom and pop” or first-name personalization and purchase preference to millions.

  1. American Red Cross —Red Cross keeps its global mission highly personalized by putting a real face and name on its donor request mailings.
  2. Ferrellgas — This national propane company with 900-plus locations uses variable data printing to increase opt ins to its Will Call Campaign. By using variable data printing and print automating technology to speed their message to their customers Ferrellgas saved over 100 hours of staff time and increased response rate by as much as 30% depending on the season.
  3. Harrah’s Casino — is the second-largest casino operator in the U.S.  Harrah’s keeps gamers returning to its casinos with highly personalized direct mail pieces and frequent-gambler cards that account for its $3.7 billion in revenue (the highest 3-year returns in the industry). SOURCE: com
  4. Target— Target builds individual shopper profiles then designs and mails personalized self mailers and emails featuring products and coupons based on each recipient’s previous purchases.  They send their customers coupons and offers that make sense based on past buying habits and complex algorithms for future buying patterns. SOURCE:  XMPIE

As you can see by the four VDP rockstars above, execution of any 1:1 customer campaign involves blending operations with sales, marketing and your CRM system. More than likely you have everything you need to start today. Start revving up your return on investment through VDP and add your name to this list of rock star marketers.

Leave a Reply

Your email address will not be published.