Variable data printing (VDP) is a very useful tool utilized by the direct mail industry to communicate directly to individuals on a one-to-one basis. Data is the lifeblood of direct marketing and gives direct mail companies an opportunity to personalize marketing messages. By using data to create unique messages for a targeted audience, direct mail companies move beyond the mass mailings of years past where they send hundreds or thousands of similar messages, then cross their fingers in hopes that some of those will catch the attention of the audience and prompt a response.
What Are The Most Common Data Points in VDP?
Creating messages that appeal to a customer’s history, preferences, or where they are in their buyer’s journey is much more likely to generate a response than a mass mailing that only appeals to a small segment of people. VDP is a digital printing process that creates personalized direct mail pieces in a single run, based on specific elements about that particular individual or sales prospects.
Data points can be a number of demographics mined from company history or data listing companies that allow purchasing segmented, targeted lists. These data points or demographics may include:
- Customer address, ZIP Code, or location
- Age
- Gender
- Income
- Purchase history
- Schools attended
- Companies worked for
- Parents
- Pet owners
The list is nearly endless as to specific data points or demographics that can be mined for targeted direct mail campaigns. Any number of data points can be utilized to improve the customer experience and campaign’s success rate such as even inserting driving directions to an event from specific areas. By creating customized direct mailings based on unique elements, they capture a recipient’s attention and are more likely to generate conversation or a sales conversion by speaking directly to that person.
How Does Variable Data Printing Work?
Direct mail companies use VDP by pulling specific information such as names, addresses, offers, or graphics and inserting them into a mail template prior to printing. Digital press software operates on printing presses at high speeds with customized elements chosen ahead of time. VDP utilizes accurate, clean data and has the ability to process thousands of direct mail pieces with high speed.
VDP Utilized on Many Printed Formats
Direct mail campaigns utilize VDP in various formats to convey their value and capture the attention of their audience. Some of the most popular VDP formats include:
- Brochures
- Envelopes
- Postcards
- Folded Mailers
Just about any component of a VDP direct mail campaign can be personalized including headlines, subheadings, text copy, images, charts, and devices to improve a Call-to-Action (CTA). Any data that separates a customer from another is an opportunity for a variable element.
VDP Effectiveness
According to Marketing Charts, 78% of business professionals surveyed consider personalized direct mail a very effective means of reaching a targeted audience. Compared to standard, non-personalized direct mail campaigns, VDP provides a significantly higher return on investment (ROI) with more relevant marketing.
Web Finishing Direct Mail Printing Equipment
Tamarack® Products has more than 50 years of experience in providing specialized equipment used in the business forms, labeling, and packaging industries. Tamarack® designs, engineers, and manufactures high-quality systems for in-line film, RFID inlay insertion, and window patching systems. We offer solutions for creating integrated forms and direct mail campaigns.
Tamarack® Products is a leading global manufacturer of specialized equipment that adds value for direct mail and integrated form industries. We offer a highly specialized team of engineers and equipment designers offering installation and training on in-line and off-line web finishing equipment. Contact us to learn more about creating integrated forms with high speed and efficiency utilized in variable data printing marketing campaigns.
