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Variable Data Printing Magnifies Marketing Results

Traditional direct mail marketing services produce one piece of copy that targets a specific audience. Although there have been many success stories with direct mail marketing, there is another method that allows you to get even more surgical with your marketing campaigns—variable data printing.

 

What is Variable Data Printing?

 

Variable-data printing allows you to change elements based off of individual customer data such as text, images, and graphics, from one piece to the next without slowing down the printing process. This allows you to personalize your marketing materials down to a specific individual without sacrificing your time constraints. This gives your direct mail marketing campaign renewed potential at getting positive results.

 

Adopting VDP to Increase Your Chances of Success

 

By combining accurate data of an individual with your desired marketing goals, you can create copy that will be compelling and relevant. Many think that print is dead and that most people throw away marketing materials they receive in the mail. However, according to Compu-Mail, almost two times as many US adults react positively to receiving mail than negatively. Furthermore, they have found that direct mail outperforms all digital channels by nearly 700% in terms of response rates. This is related to the fact that 70% of Americans say mail is more personal than the internet. With the year winding down, statistics regarding businesses planned budget for the following year have been released. According to Target Marketing, 11% of businesses plan to increase their spending on VDP while another 16% plan to keep it the same.

 

Acquiring and Applying Data

 

The key to a successful VDP campaigns resides with the accuracy and amount of data you have collected. You want to always make sure this data is accurate to ensure a positive response from customers. Furthermore, having as much data as possible on an individual will allow you to maximize your personalization. At One Stop Mail, we have experience producing successful direct mail marketing campaigns utilizing the tenets of variable data printing to achieve our client’s desired results.

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Stellar Design Trumps Immaculate Wordsmithing

The most important aspect of a direct mail campaign is the imagery you choose to incorporate into the design. People in this day and age have become expert skimmers. This is why it is important to grab their attention with an image so that your words do not become an afterthought—it urges them to dig deeper rather than toss it aside.

Images Are Not Complimentary

An image should not be thought of as something that complements your message. It needs to hold its own weight and represent your message wholeheartedly. A great image is going to have the power to make people stop, and look further into what they are currently holding in their hands. This is mainly due to the fact that people can process images 60,000 times faster than they can words.

Moreover, the imagery will enable you to stand out from the competition. This greatly increases the chances that someone will engage with your marketing copy instead of passing over it. According to Compu-Mail post on print ad statistics, 73 percent of consumers prefer mail to other ad types. And according to the Direct Marketing Association 2014 Statistical Fact Book quoted by Beasley Direct, across all ages, the fraction of households who immediately discard print ads is lower now than in the 1980s, averaging about 6 percent. These are the statistics that are driving companies to use direct mail marketing campaigns. This is an opportunity for your business to break down everyone’s expectations and stand out amongst the competition. With a great image, you can deliver your unique message more effectively and overcome the consumer’s predisposition to marketing messages.  

Don’t Do it Alone

Hiring a professional graphic designer will help you avoid  the mistakes of going over budget, wasting invaluable time, and producing an unprofessional looking design. They have done this before and can help break down the process so you can better understand the overall direction and design decisions. Let’s face it, your business deserves the best, so don’t waste your time on amateur work.

The next thought that might be entering your head is where do I look for a great graphic designer and what criteria is pertinent in determining their ability to deliver? With One Stop Mail, you can lay those thoughts to rest. Our professionals will be able to help you craft a design that will make you confident in reaching your desired campaign goals.