In our last newsletter, we discussed how readers have a tangible, emotional connection to print marketing. Now you can make this connection even stronger by using creativity to personalize your pieces. Customized text and imagery trigger the emotions that lead prospects to respond to your call to action.

 

More than a Name

 

We're not just talking about sending postcards with the name and address changed on each one. We're talking about individually customizing each postcard for each customer. Variable data printing (VDP) is a flexible form of on-demand digital printing in which both text and graphics can be changed from one printed piece to the next, using information from a database. Even better, VDP is just as fast as traditional digital printing.

 

VDP takes into account variables such as location, buying preferences, age, gender, and hobbies. Any information you have about your customers can be used to make your outreach more personal and direct. VDP then produces the printed materials tailored for your customer.

 

For example, imagine you send a personalized invitation announcing your newest location opening in a customer's neighborhood. You print a map showing exactly where the new store is in relation to the customer's home address. The photo on the invitation is tailored to the customer, based on their purchase history from other locations, showing a female hiker in her late thirties. Along with the invitation, you send a 10 percent off coupon to be used during the grand opening.

 

This kind of personalization adds that extra "wow" factor that really grabs your customer's attention and allows you to build a personal relationship with them.

 

Better Response Rates

  

Digital technology makes VDP fast and inexpensive, and because it allows you to connect one-on-one with your customers, response rates and return on investment can be very high.

 

Personalizing your direct mail can dramatically increase the typical response rate. The more relevant the message, the more likely your customer is to respond. One study showed that personalized mailers had a 27 percent better return over static mailers. Along with an increase in response rates, those who received a personalized piece also had a higher per-order amount than those who received the static promotion.

 

 

 

Sincerely, 

 

Mona Graham
 
Monogram Communication Services

798 University Avenue

  

  

In 2012, we want to help you get the most from your marketing budget. Call us today to learn how we can take away the pain that often comes with creating brilliant solutions.