Variable Data Personalization Improves Response Rates
The fastest growing trend in the Direct Mail industry is Variable Data Personalization. That's because marketers have found they can significantly increase the results of their Direct Mail efforts by personalizing a mailing to more closely match the needs of their recipients.
By utilizing our Variable Data Personalization capabilities, we can create mailpieces that are specific for different categories of recipients within a mailing list -- and print them one after another. For instance, we may print a full color letter that offers a free trial of one kind of product to Customer A while Customer B, who is next on the same mail list following Customer A, will be offered a percentage off on his/her next purchase of that same product. All of this happens as each letter, postcard or self-mailer is printed during the entire run. Everything is geared to produce mailpieces that are suited to each customer's individual needs and wants.
Special VDP software combined with digital printing makes it possible for all this to happen transparently in the background. Savvy marketers who have a good command of their customer's needs, wants and buying habits will find that they can tap into this process to generate unique sales propositions for their different customers that achieve optimal results. Plus, there's another advantage in that it's possible to obtain lower postage rates by keeping the list as one unit versus breaking it into multiple, smaller lists for versioning purposes.
Although there is a certain amount of programming required to prepare the creative and the list for Variable Data Personaliztion, the costs associated with this work typically are more than offset by the results Variable Data Personaliztion produces. Many marketers have found that a well-constructed VDP mailing can generate up to 5 times the response rate of a traditional direct mailing that uses the same generic piece to mail to everyone on the list.
It goes without saying that the better handle you have on your mailing list and customer habits, the greater the chances are that Variable Data Personalization will have the kind of impact you would like to see from your Direct Mail efforts. If you think you'd like to attempt a results-oriented Variable Data Personalization mailing project, let us show you the ins and outs of what is possible. We can also provide some insight into exactly how you can utilize VDP most efficiently to help ensure that it translates into additional sales and revenues for your enterprise. Plus, MLS Mailing has the know-how and the technology to make Variable Data Personalization Mailings more cost-effective than ever before.
