Marketing Using Variable Data Printing

Nowadays, you won’t get far without a great marketing strategy. Part of this strategy involves the personalization of your services or goods using any customer data you collect. You can use Variable Data Printing (VDP) to engage your customers, improve response rates, and boost revenue through your mailing service.

What is VDP?

VDP is a useful tool for businesses that want to connect to customers through personalized direct mail. You can take advantage of the flexibility that digital printing provides for your design and graphics to customize them for specific customers. To produce fully personalized direct mail and marketing products, it uses individual customer characteristics, such as age, gender, location, purchase history, interests, and challenges.

How Does VDP Work?

VDP works by using computer data to produce high-quality personalized materials. As the printing is done digitally, any text, images, or designs can be changed without the printing process needing to stop or slow down to adjust. VDP can include a bunch of different features, including unique barcodes, QR codes, and promotional codes.

 

How is VDP Used in Marketing?

The efficient and easily adjustable digital printing process means you can quickly create several marketing materials targeted towards specific groups of people. No two of your customers are the same, and you can use VDP to cater to each customer’s set of needs or preferences. Using personalized prints may increase response rates, enhance customer engagement, and drive profits for your business.

Types of VDP

At the simplest level, you can always customize your direct mail by adding names. The next step would be adding customized text or images. For a more advanced type of VDP, you can take a look at your audience’s purchase history, targeting specific goods or services to certain groups of your audience.

 

Benefits of VDP

There are several amazing benefits of using VDP in your business. Here are just a few of them.

  • Personalized direct mail
  • Improve response rates and customer engagement
  • Increased customers’ trust
  • Decreased costs
  • Increased profits

Think about the amount of “junk mail” you get every day - both physical and electronic. Most of the time, you quickly throw it away or delete it without even checking what it’s about. Personalizing direct mail, such as using your audience’s first names or speaking about their specific interests, makes your customers less likely to disregard your messages and move them to the “cylindrical file” or junk folder. It shows your customer that you care, making them feel valued and unique.



 

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