Any marketer knows that the best way to communicate is on an individual level. You want your message to be tailored to whomever you’re talking to. Using Variable Data Printing (VDP) in direct mailers is a tried and true execution of this age-old marketing idiom. Plus with today’s technology, combined with lower costs, it’s easier than ever for business to use VDP.
Consumers process hundreds, if not thousands of messages a day. More often than not, they get filed into the junk folder. Direct mail is no different than say a magazine ad. If they see a piece of mail that catches their eye with a relevant headline and offer, they are much more likely to read on, just as they would in a magazine. Copywriters have taken this into account for years and is evident by the vast amount of research that agencies compile just to find those key 5 or 6 attention-grabbing words. VDP relies on this exact principle.
With that being said, it’s extremely important to know your consumer inside and out. That way the VDP will have the impact you’d like to see from direct mailing. Just as information fuels creativity, it does so too with Variable Data Printing.