Personalization Is Not Just for Emails
- Jan 8, 2019
- 2 min read
(VDP) Variable Data Printing - (A great way to personalize your direct mail pieces)
Variable data printing is a form of digital printing that allows text, graphics and images to be changed from one printed piece to the next. This allows you to create many uniquely personalized pieces targeted to specific groups or segments of your database in a single print run. This lowers printing costs for small to midsize companies who may have a smaller set of contact records and limited budgets.
How to personalize your mailings using variable data include:
Images
Messaging
Offer
Call to Action
A small company was launching a new product line that solves the problem of data storage at a much lower cost than their competitors. They wanted to create a direct mail campaign to reach out to C-Level executives, who are the decision makers, as well as the Managers that have the pain issues of daily data management.
In order to resonate with the executives, who control the budget, they needed a very different message that illustrated (TCO) total cost of ownership and emphasized how they would save money. The Managers, on the other hand, were more concerned with a system that was easy to maintain and manage while providing the needed capacity to store data over the long term.
Postcards were digitally printed in a single run with very different messages, images and calls to action for these two distinct groups. The C-Level executives received a message & image reflecting cost savings and a call-to-action to download a white paper on how the product line pricing compared to other products on the market. The Managers received a message & image reflecting easy maintenance & management tools and a call-to-action to set up a phone meeting to discuss the product line in more detail.
The final results were incredible because the Managers were able to make recommendations to C-Level executives that were already aware of the product line and pricing.
Content provided by Shaved Chimps
Comments