Variable Data Printing and Mailing
Variable-data printing (VDP) has made digital printing an extremely valuable tool in direct-marketing and is primarily used for direct-mail efforts. It is occasionally referred to as variable-information printing
VDP is a natural extension from the huge digital printing growth, and uses digital files to reproduce images. It can integrate multiple databases and merge all the information together – with multiple graphic files for different people if desired – to create unique printed pieces within the same print run.
Using this technology, text, graphics, and/or images may be changed from one printed piece to the next (again, within the same run), without stopping the printing process. The benefit is higher response rates and sales. You will mail a highly targeted – and far better received – direct mail piece, tailored to everything you can know about your current or potential customer. If you don’t have the crucial data points you need, there are companies that can provide this.
BMW conducted a highly effective campaign using VDP about 10 years ago. They mailed an invitation for their newly launched roadster to 250,000 potential customers. Each brochure tailored background images and copy to match individual tastes of the recipients. Appointments for test drives – in response to this mailing – skyrocketed to 25 times more than previous efforts!
It can be as simple as printing a postcard for 500 current or potential customers – and using their name in the salutation at the beginning of your copy. But the huge benefit is experienced when you utilize unique images and/or copy for each customer or grouping of customers. This way, the variable data enables each customer to get a highly specific piece – that speaks to their needs or wants.
In concert with the above, the same can be done for visitors to your website – they can arrive at landing pages that match best to all known data on that individual (consumer – not business). This is a more involved process but extremely promising to companies who continue to press for increasing results. The best company in this space uses exclusive, patented technology.