Increase Response Rates and Overall Profit with Variable Data Printing

amg_blog_img_personalizedAttention, please!  It is getting harder and harder to get people’s attention in today’s fast-paced, information overloaded world.  Direct mail is no exception.  The average person receives 16 pieces of direct mail each week.  Therefore, to be effective your direct mail needs to stand out from the crowd.

Although there are several ways to make your mail piece jump up and demand to be noticed, variable data printing may be one of the most effective.  Why?  86% of consumers say that personalized marketing has influenced a purchase.

What is it and Why is it effective?

Variable data printing is a cost-effective form of digital printing that allows text, graphics and images to be customized for each piece creating one-to-one direct mail pieces.  Why is variable data printing so effective? Personalization! It creates an instant connection with the reader that grabs their attention, piques their interest, and compels them to keep reading.  It immerses the reader in the mailer with text, graphics or images that are relevant to them.  This creates familiarity and encourages them to spend more time with the mail piece.

How is it done?

It all starts with gathering and maintaining good data about your customers or prospects. You can change the information for each piece based on demographics or specific data that you know about the consumer.  Simply, include those data fields with the list that you provide your direct mail partner.  Here are just a few ways to incorporate variable data into your direct mail:

  • Incorporating the individuals name on the mail piece
  • Address the benefits to them directly
  • Adding variables unique to each individual
  • Reference past behavior to encourage future action

Let’s take a look at an automotive example to see the types of information you can customize.

  • Name
  • Year, make, and model of current vehicle
  • Trade-in offer
  • Image of current car
  • New car offer
  • Image of new car

The Right Partner is Key

Variable data printing done right will result in better response rates, more sales, and a higher ROI.  Be certain that your direct mail partner has the skills and expertise to execute all aspects of your campaign effectively.

Contact us today to learn how AMG can help you personalize your direct mail with variable data printing.

Eric Weisgarber

Eric Weisgarber is the founder and President of Allegiant Marketing Group, Inc. His calling is helping business professionals grow their gross profits, net profits, and cash-flow through through marketing services, systems implementation and consulting. His business calling is aligned with his life\’s purpose – developing people and serving the community through discipleship.

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