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.
Today’s Variable Data Printing has turned a piece of mail
into communication, customized specifically to the recipient. Using data already collected about the
target consumer, marketers can generate unique sales offers for their different
customers that achieve unmatched results. It’s not out of the ordinary for a
well-constructed VDP mailing to generate up to 5 times he response rate of a
traditional direct mailing, which uses the same generic piece to mail to
everyone on a list.
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.
