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Why do we feel special when someone remembers our name and offers us a personalized experience? It is the acknowledgement that we are unique, respected and appreciated. We all relish the personal touch, and this is no less the case when it comes to the marketing we are subjected to daily.
Personalisation and Variable data printing (VDP) combine the power of your database with the effectiveness and versatility of digital printing to successfully engage with new prospects and existing customers.
The goal is to reach customers on an emotional level so that they feel a personal, genuine connection with the brand. Once customers are comfortable in the relationship, they tend to remain loyal and even recommend others.
VDP allows each mail piece to look as if it’s been expressly designed and printed for an individual person or company. Targeting each recipient with a personalised message and unique imagery strikes an immediate connection, allowing you to increase response rates and help build lasting relationships.
The potential for variable data printing is unlimited. Powerful customised messages can be developed based on the reader’s age, gender, interests, spending habits or location etc.
Basic customisation is the simplest form of variable data printing. Standard information such as the name and salutation of the recipients are variable, and standard layout is static. While the names and addresses change from piece to piece, content of the message remains the same across all printings.
Versioning consists of several pre-designed layouts that are selected based on variable criteria. For example, in an Estate Agent’s area mailing to prospective clients, a unique layout can be designed for houses, complexes and businesses based on database information. The correct layout is automatically selected for each recipient. Versioning produces higher response rates than basic customisation, but lower than full customisation.
With full customisation, individual components throughout the entire piece are customised based on multiple criteria. Images, text, and layout structure can be customised for each recipient in the entire mailing list, maximising relevancy for the readers and consequently returning the highest response rates.
Various studies suggest that the returns for variable printing vary from double the normal return at the basic level to 10-15 times the return for fully variable campaigns. With this type of ROI, personalised variable printing is “worth its weight in gold”.
Correct Implementation of variable data printing will improve your customer retention as well as attract new prospects. Your Database is a goldmine, can you afford to ignore it?
Do you need some help in getting started?
Not sure how this applies to your own business model?
Please contact us and we will be happy to offer you some additional guidance and ideas.
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