Three Reasons To Use Variable Data Printing For Direct Mail Outreach
Variable Data Printing (VDP) gives you a unique opportunity to make a one-to-one connection with your audience through direct mail. You may have used VDP before, but are you taking full advantage of its possibilities? Or are you simply using it to personalize recipient names?
1) Custom Offerings.
VDP allows you to leverage information about your database and tailor it for each recipient, making specially tailored offerings based on past behaviors or purchases and the likely performance of different incentives. For example, referencing past purchases made by copy or through imagery can help to remind recipients of their satisfaction with your business and which of your products or services they have enjoyed.
2) Build on Past Campaigns.
VDP lets you input data from previous outreach campaigns to personalize the message to the audience in subsequent mailers. For instance, when soliciting for a fundraiser, integrated marketers can modify the direct mail copy to ask each recipient for a custom donation based on what they have donated in the past. These pieces are more likely to increase engagement as they reference past interactions, encourage ongoing support and impart the importance of that particular individual to your organization.
3) Enhanced Tracking Options.
Consider using VDP for offer codes, personalized URLs (pURLs) or serialized identifiers. pURLs will send mail recipients to specially created landing pages featuring unique messaging where you can monitor the behavior of each of those who receive the final piece. Serialized identifiers allow you to track the progress of the message, helping you understand product source and distribution. The benefit of these enhanced trackers is to keep tabs on response rates and ROI for customers.
Though we live in a digital world, direct mail remains one of the most reliable and safest ways to share messages.
Contact Dynamark Graphics Group to get started on your next direct mail campaign.
