Variable data printing (or VDP) is the use of digital printing software to customize documents to be mailed to prospective or established customers. VDP allows you to send a personalized document to each customer or group of customers, depending only on what you would like to do. The degree of personalization is completely up to you. You may want to send the same information to two completely different markets, but have different images for each market. You may want to have the customer’s name appear in a greeting on the document, or have different text depending on whether the document is being mailed to a woman or a man.
Variable data printing can be a surprisingly effective marketing tool when used properly. A person is much more likely to be interested in, respond to, and respond quickly to a piece of mail that is catered to them and their interests specifically. Time and again, personalized documents have shown better results for return on investment. Further, the more personalized a piece is the better it generally performs. As an example, we had a client who was an estate planning attorney approach us to do some marketing in a certain area. We came up with a campaign that included variable data printed documents that included the name of the family it was being sent to. The pieces were only sent to families in that area who had not yet done their estate planning. The campaign was very effective, owing in large part to the personal connection present in the message.
When combined with a targeted marketing campaign, VDP can be extremely effective at drawing in new customers to your business. We can help you come up with a tailored marketing plan that is as specific as you need it to be. If you want to target women 35-65 years old with incomes of $100,000 or greater who are interested in diet and exercise, we can help you do that. Coming up with a clear, focused marketing plan is one of the best ways to get the full efficiency out of variable data printing. Not only can you personally reach out to customers and potential customers, but you can do so in exactly the demographics you need.
If your campaign isn’t targeted at the demographics you need or isn’t personally catered for those demographics, you’re going to be wasting a lot of money in the long run. The return on your investment simply won’t be as good and the efficiency and effectiveness of the campaign will be subpar. In the end, it boils down to people’s willingness to interact with the mail they are receiving. Today, most people are very wary of the physical mail they get; it can feel like a burden just to get the mail, because it’s perceived as either junk mail or bills. Variable data printing is effective at alleviating some of that tension so that interaction is more likely to take place.