How personalized variable data printing can increase your ROI

Understanding Personalized Variable Data Printing


Personalized variable data printing (also known as VDP) is one of the most original and effective tools used in direct marketing. Though it may sound new to most people, it has been the secret weapon used by business owners and professionals who want a tried-and-true method to connect with consumers.

If you are unfamiliar with personalized variable data printing, it is simply a form of digital printing that allows you to create direct mailers designed to look as if they were printed with a single-person in mind. The point of personalized variable data printing is to relate to your customer by adding value to your communication.

Keep reading to learn how personalized variable data printing can help increase your ROI and how you can implement it in your next campaign.

Why Personalized Variable Data Printing Will Increase ROI

Companies in general want to attract new consumers and transform them into loyal customers. When paired with quality work and service, personalized variable data printing can help companies gain loyal customers. VDP does this by helping you connect with consumers on a one-to-one level. A survey of over 1,000 large businesses, across ten different vertical industries, determined that over 60% of respondents’ campaigns were personalized or segmented.

So how do you increase your chances of a higher return on investment? Nicky Milner, vice president of program management for Transcontinental says that the relevancy of what you print along with the quality of the data you collect from customers are determining factors. She confirms that the best results come from “actually customizing content to a specific intelligence we may have about an individual consumer.”

How you can do this is by using text or images that will have an effect on the intended consumer. This will result in an increase in response rate and response time.

For example, a basketball fan will take notice of a mailer quicker if there were a photo of his favorite basketball team or player on it. If this same mailer were sent to a stay-at-home mom who doesn’t watch basketball it would have no effect on her and she would more than likely toss it.

How to Implement Personalized Variable Data Printing in your Campaign

Personalized variable data printing isn’t just about printing the consumer’s name on your mailer. Additionally, you have to know your customer and address their specific interests and needs. The first step in doing this is to gather the necessary data about your customer.

Knowing their likes, dislikes, incomes and overall preferences will help your campaign greatly benefit from personalized variable data printing.

You can gather data about your customers through market research. And the best way to do this is through a survey. Basic information such as age, gender and their preferences along with knowing their prior purchases if they have shopped with you before will assist you in developing a campaign that caters to them.

Make sure to offer an incentive for taking the survey. The incentive can come in the form of a certificate, free product or service related to your brand.

By gathering important consumer data and creating a mailer using variable data printing that allows you to customize the message or image that will get your recipient’s attention, you can expect to see an increase in ROI in your marketing campaign. All that is left for you to do is for your content to be magnetic and relevant to the consumer.

Do you need assistance with personalized variable data printing?

Letter Friend is here to help! We are experienced in creating personalized direct mail material that captures the attention of targeted consumers that results in high response rates.

Fill out our Free Custom Quote and we will get in contact with you and work with you today.

Photo Credit: Dollarphotoclub

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