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Using Variable Data Printing For Customer Reminders

Using Variable Data Printing For Customer Reminders

Before variable data printing, generating reminders for specific customers had to be done by hand. Naturally, this consumed a lot of time and required one to have a well-organized log of their customers that you had to go through one at a time. Today, thanks to variable data printing, you can push out custom tailored reminders much more efficiently.

 

What Is Variable Data Printing?

Variable data printing is a type of digital printing that allows you to change certain elements in the print run like text, images, and graphics from one piece to another without slowing down the process. As a result, this increases the customizability of your print runs so that you can cater specific pieces to specific customers. Personalization is the name of the game if you want to establish relationships with your customers. This breaks down the anti-advertising wall that we all have put up now since we have been exposed to so much of it through all sorts of different mediums. Whether it be through our music streaming applications or on television, most of us dread those commercial breaks, causing us to either get up and leave, or check out altogether. The goal is to engage with your customers, and the best way to do so is to give them a message meant only for them.

 

How VDP Can Improve Customer Reminder Responses

Say you are a car dealer and someone came in recently to test drive a car. You can now send them a reminder with an image of the same make and model that they test drove. Or maybe you run a bookstore, and someone recently purchased a popular novel in a series. You could send them a reminder to come in and purchase the next one in the series. You can repeat this process over and over again for all of your customers. VDP offers greater versatility and can be applied to a lot of different scenarios where you can foster repeat business. This not only creates a personal relationship with your customers but allows you to maintain your current customer base. It is always harder to get new customers than to keep the customers that have already done business with your brand.

 

Is the Cost Worth It?

Although VDP tends to be more expensive, the benefit of creating deeply personal marketing materials outweighs the costs. Consider how VDP can help build more powerful relationships with your customers, and how it can increase repeat business. In the long run, if you can get more people to re-enter the pipeline, then paying a little more for your prints might just be worth it. You can start your Direct Marketing campaign by contacting One Stop Mail.

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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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Plan Ahead Before Using Variable Data Printing!

Variable data printing is revolutionizing direct-mail marketing, and allows you to make “snail mail” that’s as personalized and engaging as email… but with much higher response rates than email.  It’s a best-of-both-worlds solution that demonstrates direct mail is still far from dead.

That said, there are also significant issues to consider when deploying variable data printing, from both a cost standpoint as well as its impact on the recipient.  Variable data can also be misused, or used poorly, so good planning is essential.

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