Variable Data Printing for the WIN

Because we have been producing high-quality Variable Data Print pieces for our clients for nearly three decades, we have had a lot of experience explaining what it is, and what it can do. Since we know even our repeat clients often have questions about what we can achieve thru the process of VDP, we wanted to create a reference guide covering the basics.

Why use VDP? Variable Data Printing can increase the effectiveness of a Direct Mail campaign immensely. Caslon & Co. analyzed reports from PODI (Print on Demand Initiative) and DMA (Direct Marketing Association) data and found that direct orders increased over 9% and traffic generation by over 17% when using personalized information in direct marketing campaigns.  When you’re in an economic state where every penny counts, VDP can make all the difference in your marketing ROI. Here are some ways to make the most of VDP.

Set your goals. Defining what you want to achieve and whom you want to reach is the first step of a successful mail project. Know your target. Know the action you want them to take.

Connect with your recipient. You may have a target list that includes a wide range of profiles; ages, ethnicity, buying patterns, gender, or behaviors. The images that appeal to one profile are not the same as the ones that will grab the attention of another. Imagery and writing should be created to target each defined profile.

Address their needs. Including an offer or coupon in your mailer is a terrific way to quantify your response rate. Personalize offers based on the specific action you desire. Know your target audiences needs and answer them.

Track your results.  Creating and including personalized URLs, QR codes or specific phone numbers is a great way to see the results of your campaign. To get the most out of your campaign, you need to evaluate your successes and your failures. Use these lessons to hone your next effort.

A well-executed VDP direct mail campaign will create a relationship with your target audience. You will have successfully grabbed their attention, responded to their personal situation and needs, and provided a solution. Who knew a little direct mail piece could do so much? We did.

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