Variable data – getting started

Posted Monday, November 2nd, 2009 in General

I think the evidence is overwhelming that adding personalization to your mail pieces can have a profound effect on your marketing. I say this with a bit of caution to those of you who have never attempted variable data printing (VDP). Please don’t fall into the trap of assuming that simply adding your recipients name at the top of the card is going to have the sales leads flooding in. While this is a start down the right path, it is well short of justifying the added expense of digital printing. Instead, take a look at what data you have on your current customers or if your lucky current leads. Usually “leads” consist of a purchased list and, while those have gotten better about providing data they still may be of little value. Your current customers are your best bet. They have already purchased from you, hopefully had a great buying experience and if so would be likely to buy from you again. Today’s active customers are a very valuable commodity let’s treat them like it. Run a campaign strictly for past buyers. Make them an offer that makes them feel appreciated and remembered. Hopefully you have a data collection method that will provide you with some nice data on your customers that can drive a truly variable piece. Maybe the art is different for different demographics, maybe the offer is different for select age groups or both. The sky is the limit with possibilities. Just be specific and targeted in your approach and I think you will see an uptick in response.

There are places that can help you sort through all of this and would really like to help. So, don’t be afraid to reach out to your vendors / partners and ask for their help and input.