The trendiest and most powerful innovation in today’s print marketing is the use of variable data printing (VDP) to create mailers that are super-targeted, specific, and personalized for the individual receiving the piece. By collecting your potential customer’s personal data like their age, gender, ethnicity, occupation, interests, etc, your business can use VDP to send print advertisements that appeal precisely to the recipient. Before VDP software was available, printing high volumes of individualized mailers proved too costly and inefficient, but these days it’s both cheap and easy to modify text content and graphics based on variable data. The question is: Do people really care if their mail is personalized? Statistics show that they do… a lot. According to data released by PODi (an organization comprised of industry leaders and experts in digital print marketing), the increase in response rate from non-personalized to personalized print marketing is 300%.
Even more compelling are the case studies that prove the effectiveness of variable data printing. For instance, the University of New Hampshire used VDP in a marketing campaign aimed to engage alumni. By personalizing their postcards’ graphics and copy based on the alum’s area of study and year of graduation, the campaign saw an 8.5% response rate and a 70.5% survey completion rate. In another case, owner’s of a local Chick-fil-A franchise drove traffic to their restaurant by creating a marketing campaign that combined personalized plastic postcards, personalized URLs, and viral marketing using social media, email, and text. They mailed out 5,048 postcards and with the help of social sharing, the campaign’s website was visited by 14,000 people. The take-home message of these and hundreds of other VDP success stories is that you shouldn’t underestimate the power of personalization; people want their mail to feel like it was made just for them and when they relate to what they see, the message is far more likely to resonate.
At Plum, we use variable data printing to tailor our direct marketing to our clients and prospects. If a particular mailer uses graphics that feature people, we replace the photos with ones of people who match the gender, age group, and ethnicity of the person who will be receiving the card. We even personalize the written content to feature the recipient’s name and appeal to them based on their occupation, past purchases with us, and other variable data that we collect. Our high response rates are proof that VDP can make a huge difference in direct marketing.
How can you benefit from VDP?
It's easy. When you get ready to launch your next campaign, speak with your Plum marketing advisor and they can suggest ideas that will surely increase your ROI. Give us a call today and take advantage of the latest technology and processes available 1-800-992-9663