Today, brands play a bigger role in our lives than ever before. The way brands interact with consumers has evolved, and so has consumer expectations. Consumers have come to expect a higher level of personalization during the buying process. Direct mail marketing is no exception. Direct marketers are rising to meet, and surpass, those expectations with the help of variable data printing.
What Is Variable Data Printing?
Marketers refer to variable data printing using a few different terms. You may have heard it abbreviated as VDP, Variable Imaging (VI), or variable information printing (VIP). No matter how you say it, variable data printing is an invaluable tool for direct mail marketers.
VDP is far more than printing a unique address label. It is a form of digital print production that allows for mass customization. The mail piece can be fully customized for each individual contact. This includes text and images that can be changed from one printed piece to the next. The concept is quite simple. Instead of sending 5,000 completely identical mail pieces to customers, marketers can use variable data printing to create 5,000 customized mail pieces in the same amount of time. Sending customized direct mail to each recipient will in turn, raise the conversion rates.
Combine these capabilities with customer demographics and you’ll be ready to execute a 1 to 1 direct mail marketing campaign targeting the best potential customers, with the optimal message, at the ideal time.
Impact on Client Relations
Variable data printing is the ability to create a marketing piece where certain variables can be changed depending on client information. A direct mail piece seems much more personal and meaningful when it references a client’s unique situation and needs. Variable data printing allows you to communicate on a much more personal level by filling in variables like name, interests, graphics, and more that relates to the recipient.
One of the most intricate parts of variable data printing is the concept of data triggers. Trigger marketing is all about discovering the events in a consumer’s life that precipitate their needs or desires for your product or service. The data can be referenced from multiple platforms creating deeper client relationships, now and in the future. Information from client communications connected with relevant data, results in only appropriate messages being delivered to the recipient.
LKCS uses cutting edge software and printers to execute variable data printing and can accomplish more than ever before. VDP can be done on virtually any type of printing project and is limited only by the imagination of the creator.
With variable data printing, you will always be able to contact clients with targeted offers and promotions that are relevant to their particular circumstances. It allows an organization to more precisely and effectively connect with its customers or start a relationship with a prospective customers.
No matter how marketers leverage the power of variable printing, one thing is for sure, it works!
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