Personalized Mailing vs. Static Mailing
Personalized, or variable data, marketing is ideal for businesses that have an exacting demographic and it generates a high return on investment (ROI). Direct marketing research shows that variable data marketing can significantly improve the response rate of a direct mail campaign by 20 percent.
The marketing message geared for an audience of people aged 18-24 varies substantially from one targeted toward Baby Boomers. To maximize response rates, these two demographic groups should receive a different message. With variable data mailing you can customize your mail pieces to your target audience with little or no cost impact for you, thanks to advances in digital printing technology. Variable data printing works because it enables businesses to precisely pinpoint and tailor all aspects of the direct mailer to its customer. One-to-one marketing is now possible and should be taken advantage of by businesses.
Variable Data Printing: “a form of on-demand printing in which elements such as text, graphics and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter. Variable data printing is mainly used for direct marketing, customer relationship management, advertising and invoicing on self-mailers, brochures or postcard campaigns.”
But what are the benefits of variable printing when compared to static printing?
Variable printing allows you to create a personalized piece of direct mail tailored to an individual’s preferences; whereas static printing is an “all for one and one for all” type of direct mail piece that does not include any personalization. Whether you are just personalizing a name or taking the direct mail piece even further by personalizing the name, content and images, it will increase your chances of achieving a higher response rate by taking those few extra steps.
According to a Customer Focus Study Survey, when adults were asked, “Which of the following makes a difference to what direct mail you open?” 66% responded “customized name.” Just by taking the time to insert a person’s name onto a printed piece of direct mail, you could impact your response rate. Imagine the possibilities by taking that form of personalization even further.
Maybe you’re thinking, “this all sounds great, but most people are using the internet now, so direct mail is slowly going away.” Really? Did you know that 67% of people feel direct mail is more personal than the Internet. Having a printed piece of direct mail in your hand still has a major impact on a person. It’s easy to quickly browse an email and hit delete or not even open an email and determine by the subject line if one would like to read or delete your message.
So what’s the difference?
The opportunity for increased ROI and improve response rate. What more could you ask for?