Personalization is no longer optional these days if you want to deliver an exceptional customer experience. Consumers now expect personal engagement across all devices and channels throughout their buying journey, but more and more, buyers also expect personalization.
This is all possible with data. Thanks to variable data printing (VDP) technology, it is now an easy process to communicate to your audience with slightly different elements on paper. Even better is that with the right technology, this can be accomplished easily and cost-effectively.
Imagine you have a marketing campaign. Your collateral can be fully customized for each individual contact. That’s creating a 1:1 relationship with your target audience. There are so many options for how you can personalize coupons, fundraiser and campaign mailings, or even utilize variable graphics. Instead of sending 10,000 identical brochures to customers, consider using VPD to print customized pieces that appeal to different demographics. It all comes back to data. If you have data, you can use it to make your marketing campaigns more effective.
The Data and Marketing Association reported in early 2017 that the customer response rate for direct mail and catalogs increased year-over-year by 43%, and prospect response rates more than doubled (that’s a 190% increase). With the right strategy, a great return on investment for print is possible.
The software and the print technology we use to accomplish variable data print are cutting-edge, but interestingly, the VDP concept actually dates back to 1969. Maybe it’s time to use something you thought was old to create your new omnichannel marketing approach.
Contact me to learn how I can help you with your next VDP project.
Photo by Timon Studler on Unsplash