Personalization is one aspect of
direct mail marketing that has consistently demonstrated high return on
investment (ROI) and strong retention and conversion rates. Direct mail campaigns that speak to
individuals instead of the masses tend to be more efficacious in their goals.
One way to increase personalization of direct mail pieces is to use variable
data printing (VDP).
According to Target Marketing
Magazine, VDP produces a mass of customized documents via digital print
technology. Instead of printing the same message to, companies can use this
technology to customize individual messages and designs as they see fit.
“When marketers are able to share
specific information with specific individuals…they are able to increase
engagement,” Gina Danner, the CEO of Mail Print, told the news source.
“Essentially with VDP, marketers make it easier for people to buy.”
Companies have increased access to
customized data and information. Marketers are able to acquire mailing lists
that not only provide names and addresses, but also more specific and detailed
demographic information, such as marital status, income, personal interests and
other personal information. Using VDP allows your company to cater to this
sensitive data by creating custom copy for a direct mail campaign.
Rather than viewing consumer
information as raw data though, the most successful marketers understand that
the number one reason for response to direct mail campaigns is emotion. Marketers can turn private data
into emotional impulses. Target Marketing Magazine claims that VDP aids
marketing executives in creating customized imagery and effective
personalization more likely to evoke emotional triggers. These triggers
ultimately lead to higher response rates on specific calls to action.
Another aspect of VDP that results in
positive response rates is the increased ability to use color and imagery. VDP
allows for more widespread and advanced use of customized color, which has been
proven to catch consumers’ attention more effectively than black and white
printings.
Careful consideration of color use –
that is, not simply splashing it across all direct mail pieces – can be an
effective way to complement your brand identity and highlight important
information. Digital printing capabilities allow for easy customization and
printing on demand which speeds up turn around time and increases flexibility
in your marketing needs.
Similarly, images can be customized
and carefully selected for the specific audience. For example, one advanced way to use
imagery is to handpick select images based on a specific customer’s demographic.
A lower-income neighborhood might be less inclined to respond positively if
beset by images of affluence and wealth, and vice versa.
Finally, one of the greatest advantages of using variable
data printing in your direct mail campaign is the chance for better tracking of response rates.
Marketing executives place a huge emphasis on tracking ROI because of the need
to bring positive results to their higher ups. Target Marketing Magazine
suggests that VDP allows marketers to place unique bar codes and coupon
identification numbers on these communications pieces, which would provide an
easier and more accurate way of tracking results.
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