The VDP Secret High-Performers Already Know

In today’s saturated marketing environment, a generic message is a lost opportunity. Customers are bombarded with content every day—so personal connection becomes a differentiator. That’s why growth brands are leveraging Variable Data Printing (VDP) to send personalized, data-rich communications that cut through the noise and deliver real results.

Why Variable Data Printing Is a Game Changer

While the vast majority of marketers have gone digital, print and mail operations—especially with variable data printing—are still outpacing the competition on engagement and ROI.

Direct mail postcards, Focus Digital says, deliver an average response rate of 3.63%—a far cry from 0.12% for email. That’s not only fantastic—it’s proof that print, when personalized, is powerful.

Personalization That Drives Engagement

Today’s consumers demand marketing targeting them as individuals. Personalization causes companies to grow by 40% versus non-personalization companies, finds a McKinsey study. And 76% of customers feel frustrated if their experience is not customized.

Variable Data Printing (VDP) allows you to personalize:

• Text: Customize headlines, product names, or CTAs based on demographics or behavior.
• Images: Show targeted images corresponding to each recipient’s interests.
• Offers: Create targeted offers from previous purchases or level of loyalty.
• Trackable Elements: Create exclusive QR codes or PURLs to connect print and digital—and track results in real time.
• Focused research shows that targeted direct mail can boost response rates up to 135%.

How High-Growth Brands Win with VDP

From B2B mail solicitations to lifecycle marketing, brands are using VDP and direct mail postcards to drive substantial ROI.

1. Account-Based Marketing (ABM) Campaigns

For companies with their top accounts, VDP enables very targeted mailers:

Examples:

• Letters to certain decision-makers
• Brochures with their name or company logo
• Case studies specific to their industry

Example: NextPage helped Avila University with 40% growth in enrollment via targeted VDP campaign.

 

2. Trade Show Follow-Up That Gets Noticed

Cause booth visits to become conversions using real-time follow-up:

Strategy:

• Mail direct postcards with mention of the sessions or products they visited
• Add QR codes for demo videos or scheduling appointments

3. Triggered Automated Campaigns

Print and mail services integrated with CRM data can deliver:

Tactics:

• Birthday mailers with personalized gifts or offers
• Re-engagement postcards based on historical activity

NextPage allowed Ferrellgas to achieve a 30% rate of customer response—double the previous system.

 

Print and Mail Services That Drive Personalization

We at NextPage empower high-growth brands to activate smarter print and mail services with industry-leading variable data printing.

Why NextPage for Variable Data Printing (VDP)?

Our Benefits:

• Hyper-Personalization: Dynamic printing of names, images, messages, and promotions
• Real-Time Tracking: Included PURLs and QR codes to track campaign performance
• Multi-Channel Alignment: Close alignment with your online campaigns for maximized customer experiences

Ready to Power-Up Your Campaigns?

The future of marketing is personal—and print is at the center. Don’t settle for one-size-fits-all outreach. Let NextPage variable data print solutions help you connect with your target audience, engage more customers, and drive higher ROI.

Call NextPage today to see how direct mail postcards and one-to-one print and mail services can transform your marketing strategy.