Variable Data Printing (VDP) allows businesses to customize messages targeted to each customer. Research concludes marketing using VDP increases response rates by 30% over traditional mass production direct mailing campaigns.
VDP allows businesses to deliver a message in a way that connects on an individual level. The layout of the marketing piece will contain a static design; however printed using variable data makes the content dynamic. It is the database that contains pertinent information that will market specifically to each recipient.
Personalization examples may include salutation, name, title, a customized message pertaining to a specific product and/or service may all be tailored as a variable element to specifically communicate with the client.
VDP offers opportunities to send renewal reminders, account information, and a plethora of information identified on a per client basis. Variable Data Printing is the most dynamic form of marketing available for use with printed promotional materials.
It may cost more to personalize, yet the response rate gives you more return on your investment compared to the generic route of sending mail addressed to “Current Resident”. This type of addressing is more apt to end up in the trash or recycling bin.
Written by D.Cobbs
