How Variable Data Printing (VDP) Works

Variable Data Printing

Every day we are bombarded with thousands of various media, both physical and digital, from animated commercials to tons of free articles to read. You can break through the clutter and capture the audience’s attention only with personalized interaction.

The transition from mass-marketing* printing to Variable Data Printing (VDP) and Personalization is the way you can stay ahead of the competition. It’s a fact stated by multiple studies, recipients pay more attention to personalized mail pieces. With personalized text and visuals created with variable data printing, your direct mail is no longer advertising, but a message to an individual.

Here some more statistics to prove the effectiveness of personalization:

  • 75% of consumers like it when brands personalize messaging and offers. (Aberdeen Group)
  • 86% of consumers say personalized marketing leads to a buying decision. (Infosys)
  • 80% of consumers like it when retailers provide personalized suggestions. (DigitalCommerce360)

Personalized direct mail is highly-targeted and returns outstanding results, compared to bulk mailing. Most marketers know that personalized direct mail helps to increase response rates – by 36 percent in most cases.

Personalization isn’t complicated. Variable data printing can be quickly embraced by businesses that collect customer data regularly. Based on all personal data you can gather about your customer database: purchasing history, shopping preferences, psychographics, demographics, and lifestyle; you can create custom offers that appeal to the right person at the right time.

Personalizing your direct mail will increase your customer’s response rate and overall ROI. Other benefits of VDP include:

✔ The ability to reach customers on a one-to-one level and increase customer engagement.

✔ A dynamic content that develops personal communication.

✔ Testing offers and other variables against different segments.

✔ Using unique codes and PURLs (printed with VDP) allows tracking the effectiveness of your overall marketing strategies.

✔ A fast turnaround insured by VDP makes it easy for a company to send out materials to customers.

Read also What are Variable Data Printing Services?

How does VDP work?

Delivering the right message to the right client at the right time can be done easily with Variable Data Printing. VDP is a database-driven technology that uses a digital printer to personalize marketing materials. It allows, in particular, for text and graphics to change within a single press run.

Instead of 5,000 mail pieces with the same message, VDP enables you to print 5,000 mail pieces to each potential client without slowing down the printing process.

How does it work exactly?

Collect your data from different sources that may include demographics, purchase or browsing history, social likes & dislikes, lifestyle, and habits. Then, we create one design layout while you decide what variables the design can have: different background images, or different colors, and artwork.

Personalize the offer based on clients’ personal data –  gender, age, and birthday. And target the prospects located within a certain radius from your business.

Use multiple variable data: from different prices and products to different locations and ad copy texts. Create a spreadsheet of key data points as they relate to the design and provide us your spreadsheet data and the placement of variable elements.

We print digitally your unique and personalized mail pieces for you to send them out. Or let us mail them out for you.

There are various forms of variable data printing, ranging from simple salutations and addressing to the fully variable changing of text and graphics.

You can use VDP also for A/B testing, sending out different versions of the same mailer to see which performs best. You can test out different creatives: graphics, images, offers, taglines, and anything else that can vary on the mail piece.

Track the response rate effectively, by inserting with the help of VDP customer codes, or personalized URLs or call-tracking numbers to identify the segment that responded best to your offer. Knowing the results of your marketing efforts will help maximize the ROI you see from print marketing.

Also, you can use personalization to customize the offer, speak your clients’ language,  or to build a personal relationship with them based on their personal data, location, or their purchasing history. Here are some examples of VDP usage to get started:

✔ Postcards with geographic location, person’s first and last name.

✔ Personalized invoices.

✔ Custom notepads or calendars with different messaging on each page while layout and design remain the same.

✔ Personalized cards with a coupon for a customer’s birthday.

✔ Discounts offered based on purchase history.

✔ Postcards with incentives in English and other languages, for instance, Spanish.

✔ Reply cards that ask for donations – with increasing or decreasing amounts, using data from previous donations.

To summarize, personalization can easily be embraced if you collect personal data from your customers on a regular basis. Personalized direct mail is highly-targeted and returns outstanding results that help marketers achieve a higher response rate.

* Mass marketing is a market strategy in which a firm decides to ignore market segment differences and appeal the whole market with one offer or one strategy.

Our Variable Data Printing services will further enhance your direct marketing and advertising efforts while helping you build and personalize your interaction with customers!

How to Generate Leads with Printed Promotional Material

Printed Promotional Material

If you aren’t careful, everything you spend on printed promotional material, such as business cards, flyers, brochures, direct mail pieces, and others could be wasted.

It’s one thing to print marketing collateral out and spread it around for branding purposes; it’s another thing to generate leads out of each piece of printed material you hand out to specific audiences and potential customers.

As a business owner, you could be attending trade shows, hosting meetups and events, sponsoring others’ events, cold calling, and generally meeting many potential customers on a daily basis. It’d be nice if you make all this effort count, right?

Here’s how to generate leads with all your printed promotional material:

Always Point to Landing Pages

If you were to put up print ads in four different magazines, two large billboards, and hand out flyers or brochures to at least 10 people per day, you’d soon lose track of where your leads are actually coming from.

Was it the billboards? If yes, which one?

Which of the four magazines did your prospects read to find your number and call you?

Of all the people you handed over those flyers to (and assuming you have more than one creative designed for flyers), which of those flyers worked?

Normally, you wouldn’t have a clue unless you do something about it. The best way is to print a specific web address of relevant landing pages that you’d build dedicated to your print campaigns.

For instance, offer 20% for your magazine ads and build landing pages specifically made that match this offer. Track all leads generated off these landing pages.

Use QR Codes

QR codes have been around for a bit now, but it shouldn’t stop you from using them. QR codes have been built to bridge the gap between offline advertising and digital media.

Put out offer specific QR codes on your printed promotional material in a way that they still point to landing pages. Only now, your prospective customers don’t have to “type in” the web addresses of your landing pages. Instead, they can just scan the QR code and visit the landing page which directly pops up on their phone.

For maximum impact, create campaign-specific QR codes that point to matching landing pages.

Use Special Phone Numbers

Pointing to digital assets, such as landing pages, might not always work, as it depends on your business and the types of offers you are making.

A few businesses depend on customers calling up for an in-person visit (dermatology/skin care, health checkups, dentists, etc) or if you’d need to visit a customers’ home for an inspection first (garbage pick up, furniture removal, or landscaping). While doing this completely digital is possible, we won’t assume this would be the only approach for all companies. In such cases, using special toll-free phone numbers is a great way to allow your customers to call you. Post that phone call, you can track incoming calls, link customer data to a CRM, and manage your leads.

How do you generate leads using your offline advertising and print marketing material?  



Visit our Verapax Store and choose the perfect printed marketing materials for your business!

Print Marketing: Does It Still Bring In Leads?

Print Marketing Leads

Does print marketing really matter in today’s mobile heavy, digital market thriving market? The answer and facts behind the reasoning may surprise you.

To answer the question outright, yes, the print is ever more important in today’s time. But, this does not mean you should dump digital marketing at all. You should incorporate print marketing into your marketing strategy for a better local lead generator.

Let’s begin with the reasons why digital marketing has taken the lead:

With digital marketing, you can reach an international market with cost efficiency 

Tools like Google AdWords and Facebook Ads, give marketers the ability to better target a specific demographics. This is not just for local areas either, this can be done worldwide for a very reasonable price when compared to traditional marketing.

Let your audience choose for themselves how to receive your content and then interact with them

Platforms like Facebook, YouTube, blog posts, and such, have comment sections where people can talk about what was being presented and allow for the presenter to interreact back. These platforms also offer people ways to get your content through a blog, videos, or whatever content you see fit.

The data and results are recorded and it is a level playing field 

With programs like Google Analytics, you get a lot of data back on how well ads are doing in real time. Since this is a free tracking program and big or small companies compete on a similar level to reach the same amount of people, the playing field is level. Print tends to shift towards people who have more money to spend, allowing them to get better results.

Lastly, Brand Development and the ability to go ‘viral’ is easier 

With a well-developed website and social media platforms like Facebook and Twitter, it is easier to have people recognize your brand. This adds value to lead generation opportunities. With these social media websites; Facebook, Twitter, Instagram, etc., it is easier for your articles, flyers, and any information that anyone wants to share to be shared through simple social media marketing buttons.

However, print marketing has major benefits for a local/national outreach over digital marketing. A study found by Forbes has shown that, and I quote, “Direct mail requires 21% less cognitive effort to process than digital media…suggesting that it is both easier to understand and more memorable.” They go on to say that “When asked to cite the brand (company name) of an advertisement they had just seen, the recall was 70% higher among participants who were exposed to a direct mail piece (75%) than a digital ad (44%).”

Another study was done by the Temple University using an fMRI brain scan to compare between digital and print on how they affect us. They released a simple summarized table:

Print Marketing Leads

Basically, print marketing is found to be more memorable, easier to recall, and most times has a better chance to get the person to follow through.

VeraPax Offers Print Marketing

Print marketing is something our company has been specializing in for years and would love to help you with all of your printing needs. There is a lot to take into account when doing what we call Direct Mail Marketing, so we broke down the steps for you below.

1. You need a mailing list. This is a list of people who will receive your advertising, which you can use our service for that HERE.

2. You need artwork or at least know what you want to achieve. If you have your artwork, you can order straight online HERE. If you have an idea and need help designing it, give us a call 1-866-269-8328.

3. Send it out. You can send it out with us or send it by yourself.

Print advertising has its place in the grand scheme of marketing. The question is, do you see it as a viable marketing platform for your business? If not, why?

GIVE US A CALL TODAY AT 866-269-8328 OR TEXT US at INFORMATION@VERAPAX.COM   Printed Marketing IS SOMETHING WE CAN HELP YOU WITH! Visit our Verapax Store and choose the perfect printed marketing materials for your business!