Did you know that people have a stronger urge to take action with direct mail than they do with digital advertising? According to research conducted by the USPS, it’s true. There is clear data to demonstrate that people will respond to printed marketing materials more favorably than they would digital. While the numbers back up the notion that direct mail is still a powerhouse when it comes to driving sales, bear in mind that not all direct mail is created equal. One way you can make your direct mail more effective is to utilize variable data printing.
What is variable data printing, exactly?
Variable data printing is a method of digital printing that allows for interchangeable text without interrupting the printing process. This technology even makes it possible to utilize different graphics from piece to piece.
Variable data printing (VDP) technology is what makes personalizing direct mail a reality. In fact, you have probably had pieces delivered to you that utilized this VDP. With VDP, you can personalize pieces to address recipients by name on envelopes and on the salutations of letters.
What are the benefits of variable data printing?
One way that VDP is advantageous for your direct mail campaigns is the fact that they tend to see higher response rates. Conventional direct mail that doesn’t utilize VDP typically sees a 1% response rate. Adding VDP to the mix could easily double your response rate.
Not only could using VDP double your response rate, it could save you money by making it possible to deploy smaller campaigns. If you know your response rate will be higher, you could downsize your campaign and still see a higher ROI. The cost savings of a smaller response rate could translate to you having the budget to use high quality graphics and paper. Investing in the quality of your direct mail can help you target niche markets such as consumers who prefer luxury products or eco-conscious buyers.
Who benefits from VDP?
VDP could benefit any brand but certain types of brands may find more value by implementing variable data printing. For example, brands selling niche products or catering to a specific consumer group tend to see great results with VDP. Companies selling services or products with high margins typically see better results with direct mail than businesses like restaurants or dry cleaners. This technology also helps enterprises attract new customers by boosting brand awareness.
The best way to determine which form(s) of marketing and advertising are right for you is to devote time to research and speak with printing professionals about your budget, goals, and needs.
Our team at Pel Hughes is happy to help you navigate your print marketing options. Our family-owned printing company serves businesses and non-profits of all sizes throughout the United States. We provide in-house graphic design, world class printing technology, database management, and campaign automation to help you boost your sales and develop a brand with staying power.
Give our team of experts a call at (504) 486-8646 to request a quote.