Personalization maximizes the relevance of your direct mail campaign. Assistance Plus has the capability to automate and personalize direct mail campaigns so that each mailpiece can look as if it has been expressly designed and printed for a single person with our variable data printing (VDP) services. The effectiveness of direct mail lies in the ability to grab the attention of the reader and tailor the information to relate personally to each individual consumer. Variable data can dramatically increase your response rates.
What is Variable Data Printing (VDP)
Variable data printing is a digital printing process, where you can mix and match messaging to make your mail more personal and applicable to each recipient. You can include different levels of offers that are personally relevant to the recipient whether you want to include donation amounts based on past giving history, QR codes that can be scanned with a mobile device, dollar amounts or prior buying history in the body of your offer.
How Does Variable Data Printing Work
All variable data printing begins with a basic design that defines static elements and variable fields to be used in the printing process. Text and images can be altered for each individual mailer. While the static elements appear exactly the same on each piece, the variable fields are filled in with text as dictated by the information contained in your database.
Examples of Variable Data Printing
In order to fully understand the capabilities of VDP, let’s examine practical examples from a variety of industries.
- Appointment Reminders: Healthcare providers use VDP to re-engage with customers with physical appointment reminders of upcoming visits and procedures.
- Cross- and Up-Selling: Wineries personalize mailers with images and promotions based on a customer’s preferences, demographics, and past purchases.
- Doner Updates: Nonprofit organizations keep their existing donors or members engaged by providing updates on how their financial support has made a positive impact on their organization, as well as sharing information on future fundraising events.
Increase ROI With Personalized Direct Mail Campaigns
When you want to speak “directly” to your customer, even if it is just making creative use of their first name has been proven to be the most effective marketing tool available, even in the internet age.
By uniquely personalizing and customizing your marketing literature, you can target individuals and businesses based on desired criteria more effectively leveraging the value of your advertising and marketing dollars. Using variable information printing allows you to reach your customers, prospects, and other audiences through materials that convey a truly individualized mailpiece. Highly targeted, relevant direct mailpieces have been proven to increase the effectiveness of marketing efforts.