Personalized print enjoys higher responses
Personalizing print enjoys higher responses
Wikipedia sums up the notion of personalized print best: personalized print is possible with variable-data printing (VDP). VDP is a form of digital printing, including on-demand printing, in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file.
Personalized print means unlimited capabilities.
If you stop and think about it, you’re likely receiving more and more direct mail pieces that are highly personalized. It’s all about VDP. Email marketers have been sending out highly personalized messages for years, and now, thanks to great strides made in the traditional world of printing, namely with VDP, you’re seeing direct mailers achieving the same high level of personalization.
VDP lets you market your products and services one-to-one.
When you personalize your messages, your headlines, offers, calls-to-action, and the images and graphics in your direct mail campaigns are individualized. VDP is an awesome way for direct mail marketers to be more effective, especially when up against email marketing. Direct mail has always been a great way to communicate with customers and prospects, but now, in the age of spam-blockers, pop-up blockers, caller ID, fast-forward and mute buttons, nothing beats the touch and feel of an actual mail piece. And when you add VDP to the mix, direct mail becomes an even more important tool in a business’ marketing toolkit.
Here’s another reason to stick with tried and true direct mail—the United States Postal Service has found in studies it’s conducted that more than 4 out of 5 households read their mail on a daily basis.
VDP also is a faster, more economical way to print. That’s because you only print what you need, depending on the size of your database. VDP makes it easy to test market a small sampling of your database, then see how it works and adjust, if necessary. In addition, with VDP you print addresses directly on the piece, eliminating the need for labels, hand addressing, etc. This lowers your mailing costs and speeds up the process. And, of course, with the personalized nature of VDP, you’ll very likely experience an increase in response rates.
Personalized print is a prudent way to get up close and personal with the most important people in your life—your customers!
Best of Days to You,
Ferrante & Associates, Inc.
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