Get Personal with Variable Data Printing

Posted on September 19th, 2017

How personalized are your direct mail postcards? The more closely your postcards match the needs and interests of your customer, the higher your campaign’s overall response rate will be.

Many companies use a one-size-fits-all marketing approach that focuses more on quantity than quality. Their direct mail postcards are largely impersonal, with little distinguishing one recipient’s postcard from the next.

Luckily, at Caskey Group we offer a cost-effective way to personalize your direct mail postcards: variable data printing.

Variable data printing (VDP) is a method of digital printing that allows graphic or text elements to be easily and efficiently swapped out throughout a print job. For example, if you want to send a direct mail postcard to your client list, variable data printing lets you personalize your marketing efforts by presenting different offers or using different photos to better target specific types of customers.

This personalization creates a one-to-one connection as opposed to mass market “junk mail.” When you show that you know who your customers are, what problems they face, and how you can help them, they’re more likely to connect with your brand. Not only does variable data printing allow you to deliver a more targeted message to your prospects, but it also increasing their interest in your offer.

A study by Infosys found that 86% of consumers say that personalization has some impact on their purchasing decisions, and 25% report that personalization significantly influences what they purchase.

Whether you focus is B2B or B2C, variable data printing can benefit your business. So next time your planning a direct mail campaign, try using variable data printing and watch your response rates increase!

To learn more about all the ways to customize your next direct mail campaign, contact us today.

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