April 19, 2012
The customization that is allowed by variable data printing is often responsible for a markedly noticeable increase in the response rate of various promotional applications. Personalized printing has been proven to yield better results in most direct marketing efforts. Direct mail campaigns that employ personalization and a bold use of colour have experienced as much as a fivefold increase in response rates over static, black and white applications.
Most conventional direct mail programs result in no more than a 1 or 2 percent rate of response, while some personalized variable data marketing programs enjoy a response rate that may be as high as 40 percent. This excellent response rate is directly responsible for increased revenue and a greater market share for a particular product or service.
Success in using variable data printing as a marketing tool depends upon a number of factors including:
- Development of strategies that retain customers and secure new ones.
- Adequate planning to ensure the application is appropriate for its intended use.
- Adequate planning to prevent problems when printing the variable data application.
- Database expertise.
- Proper testing of the application.
- Constant tracking of results to determine the actual success of the application.
- Realistic expectations on overall success and return on investment.
One of the most common applications produced with digital printing equipment is direct mail. Variable data, direct mail marketing is replacing generic forms of mass marketing and is one of the most efficient and cost effective methods for an organization to reach individual clients and groups and obtain a greater market share for their products and services.
Printed direct mail applications are still the one of the best methods for attracting business. Digitally printed, personalized postcard formats are among the most popular of the direct mail applications. The compact size of the postcard has many advantages over larger, more elaborate variable data applications. The postcard has the ability to present a personalized message that is short yet it gets noticed. Variable data technology allows direct mail postcards to be targeted to specific clients. Individuals are more apt to take immediate action due to the postcard’s message or they may save the postcards for future reference due to the easy to store size. The small size also makes it easier to pass the card on to others that may have an interest in the message.
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