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What you need to know about variable data

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overflowing mail box direct mail

A direct mail piece is an effective way to reach your customers, putting your brand directly in their hands and engaging them with content that targets them. Variable Data Printing (VDP) allows you to carefully craft your printed pieces to speak directly to your customers, offering the potential to increase your response rate.

Today, variable printing can do far more than print unique address labels. Marketing collateral can be fully customized for each individual contact. This includes customization for salutations (names), body text, special offers and even images. A good variable data campaign is one that speaks directly to the wants, needs and concerns of each customer.

Why are the response rates higher?

Every day we are inundated with social media, mail, e-mail, billboards, television, periodicals and radio competing for our attention. With all of this commotion, marketing professionals are challenged to find more effective, efficient methods for breaking through the clutter. Printing variable data mailers accomplishes this. VDP stands out and in return gives you a better response.

How does it work?

Why collect customer data if you aren’t going to use it? VDP makes the most of reporting software, redemption rates and other analytics by using that information to create tailored campaigns with greater impact and engagement but it’s only as good as the data you put into it. Before starting your printing project, check your data very carefully — a small mistake can make a bad first impression.

Each field in your database is considered a variable point. Anything, even images that you’ve customized and saved for each demographic, can be tracked in your database. During printing, West Press can map your database to your artwork so information is pulled and printed providing you a unique message for each customer.

In review

VDP means you can offer your customers a personalized and meaningful piece of direct mail that will appeal to them and make you stand out. Instead of just another postcard heading for the trash can, your business will become a valued correspondent, giving you something your customers want to read and respond to, which means stronger relationships and better profits for you.

West Press’ talented staff is here to help you with all of your variable data printing needs. Contact West Press or your Account Executive at 520-624-4939 today.