The ins and outs of variable data printing

What is Variable Data Printing?

Variable data printing (VDP) allows marketers to perform a single print job that prints customized information on each piece of the job. This means if you’re printing collateral for 100,000 contacts, you can print 100,000 unique pieces, personalizing each message for your target contact.

VDP is powered by data and rules-based data mapping. The client provides the printer with a database that specifies the necessary information for each contact. As the machine is printing the job, it reads the data and inserts the specific information for each individual piece of collateral.

Why Variable Data Printing Matters

According to Infosys, 86% of consumers that have received personalized marketing, say that it has influenced their purchase decisions. However, it’s still quite underused as a tool – 1 in 5 consumers say they’ve never received any form of personalized marketing.

Benefits of Variable Data Printing

Attention-Grabbing

Dale Carnegie once said, “Remember that a person’s name is to that person, the sweetest and most important sound in any language.” VDP offers the ability to personalize your content for each contact. Seeing their name on your collateral will make the piece feel more personal. “Hi Sue,” has a greater chance of earning your piece a second look over “Hey there.”

Greater Response Rates

Beyond the personalization of name, VDP also allows you to customize your messaging based on demographics or firmographics. Combining both personalization and info customization ensures your messaging will be relevant to your target audience. Relevant messaging is more appealing. This means you will get greater response rates and shorter response times.

Multi-Media Integration

With VDP you can integrate your print and digital marketing campaigns. Including custom QR codes and personalized URLs can take your users from your piece of mail to landing pages, contact forms or website pages. This is another step in ensuring your messaging is relevant to your audience. The more relevant, the more likely you’ll see a response.

Improved Reporting

Having customized QR codes or personalized URLs gives you a greater opportunity to track response rates. Effective and accurate tracking is critical for understanding the success of your campaign efforts, and their overall value. It gives marketers the opportunity to fine tune their efforts for future campaigns.

Increase ROI

Providing your audience with relevant and customized messaging that is eye-catching will increase your ROI. The personalization will catch their attention, but the relevant message and easy access to online information will be the driving force behind their conversion. VDP offers a cost-effective method of personalization, which has proven to increase response rates by as much as 600%.

Ideas for Utilizing Variable Data Printing

We’ve talked about the benefits of customizing your messaging. But what does that customization look like? The possibilities are endless. Here are a few examples of how it’s been used:

• Insert coupon based on contact’s household income
• Insert coupon by date of last purchase
• Change logo, text, font color, background, etc.
• Change out signature based on contact’s salesperson
• Provide contact’s specific purchase information – perhaps the make and model of car they drive
• Change image or map based on closest location
• Show custom imagery based on contact’s demographics
• Set return address or phone number for closet location
• Provide personal URL to pre-filled contact form, custom landing page or relevant website page

Finding the Right Variable Data Printing Partner

Many printing companies have the capabilities to customize names on print material, but one with vision to suggest additional ways you can maximize the impact of your piece — that’s a partner! Identify and with a company that has the expertise to offer you a wide variety of options. Look for a partner that understands your needs and your audience. The best partners don’t just offer services, they offer input and ideas.

Bring Variable Data Printing Needs to Us!

EPI Marketing Services works with local and national companies to produce their direct marketing efforts. Our team offers expertise on design, specifications, printing, and fulfillment. To learn more about variable data printing and the work our team here at EPI, click the button below.

Photo by Campaign Creators on Unsplash