Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Seven Ways Variable Data Printing Drives Business," puts forth tactics for businesses concerned with improving response rates via personalization through the use of printed collateral. Variable Data Printing is an efficient solution that supports direct mail marketing and other print marketing campaigns. Variable data printing offers a myriad of choices for changing content variables, such as images, text, and graphics that marketers can apply for each printed piece in a run. Additionally, the print process can flow without interruption; moreover, no other adjustments are necessary. Further, the variable data printing process provides a vehicle whereby printed pieces can be customized for each individual, resulting in a personalized output for each piece of collateral.
Our Quote of the Day: "I'm most passionate about personalization. I firmly believe that personalized experiences with brands will most drive loyalty and relevance for customers in the future." — Katrina Lake
We continuously provide data and research that support the value personalization brings, and consumers crave throughout the history of this blog. For example, 78% of car buyers found that the auto purchases resulted from direct mail marketing. Another aspect of direct mail is that up to 90% of direct mail gets opened; conversely, only 20-30% of emails are opened. A USPS study reveals that direct mail recipients purchased 28% more items and spent 28% more than non-direct mail recipients. The following are examples highlighting how variable data printing boost business marketing efforts through personalization variables.
1. Targeting the Academic World
As students head back to school, the academic environment is a target-rich trove, from grade school to graduating high school students, as well as colleges, universities, and specialized trade schools. In addition to recruitment packages, there are numerous print marketing opportunities. Variable data printing can provide a high level of engagement for brochures, pamphlets, and booklets that can feature the specific content students need and want. In addition, these printed collateral pieces can contain targeted imagery that speaks to each student's academic offerings.
2. Using Color to Elicit Emotion
Organizations can take advantage of direct mail collateral by using custom color arrangements based on data and market insights that help optimize engagement and response rates. This color scheme approach works well when engaging numerous areas when multiple target demographics are part of the overall marketing strategy. Various retailers, including institutions or any business looking to reach a diverse set of targets, will do well by understanding that color schemes make a sizable difference in audience retention.
A/B testing is essential for determining which personalized color scheme works best and which message drives engagement the highest. It's all about delivering results. Brands must decide which type of print mail collateral will perform best and produce higher conversion rates. Further, businesses can examine the content performance as well, which will bode well for future mailings. Remember that marketers can incorporate A/B testing with any element within a variable data printing piece. The trick is to avoid changing multiple elements simultaneously, and instead stick to a single element change to capture accurate data comparisons.
3. Retaining Customers with Postcards
Any business can use direct mail postcard tactics to assist and remind customers to schedule an appointment, such as an automobile service center, pet checkups, tax preparers, eye exams, computers, and tech services, and the list goes on.
An Optometrist can use variable data printing to create personalized postcards to suggest to patients that it's time to schedule an eye exam, learn about new arrivals, or consider supplementary services. Using variable data printing, in this case, will boost customer retention, deliver valuable content, and pleasantly remind targets to schedule a visit.
It's important to remember that Google, Direct TV, Xfinity, AT&T, Infiniti, and other iconic brands use postcards regularly to assist their online marketing efforts.
4. Coupon Mail for Existing and New
Any business looking to open a new brick-and-mortar location would be wise to implement personalized coupon mailings that speak to existing customers who reside within an acceptable distance given a new site. If the business is relocating to a more accessible location, personalized coupon mailings can further cement the customer relationship. Additionally, customers could positively receive a first visit discount given the location change by offering an enticement.
In addition, it would also make sense to target these customers with specifically customized communications and offers based on data highlighting a customer's purchase history. Further, brands can also send mailing coupons to customers who have shopped online but never in-store. With data compilation, brands can include customer shopping history in the variable data list.
5. Raising Awareness for Nonprofits
Donations are the backbone of success for nonprofit entities as these organizations depend on donors that support the mission and special fundraisers. Donors who have previously invested in your nonprofit organization have established a history of donating and, more importantly, serve as a data point to remind them of past donations. Through variable data printing, organizations can incentivize these donors to make new donations based on their history, current events, or future needs. Brands can tailor consequential personalized mailings to include historical match solicitations or even recommend increasing donation amounts.
Research has proven that this is an effective marketing tactic that leverages personalization to increase engagement and response rates, solidifying the idea of committing ongoing support. And most importantly, this direct mail offering signifies how vital the donor is as a supporter of the nonprofit organization.
6. Upsell and Cross-SellOpportunities
Upselling and cross-selling are age-old sales tactics that continue to be effective vehicles for generating more revenue and cementing the customer experience with the brand. Organizations can up-sell customers across various industries, including automotive, better insurance policies, credit card benefits, and more. Further, the mercurial aspects of the Covid-19 pandemic affect multiple institutions that offer or rely upon insurance coverage. From receiving raw goods to manufacturing to deliveries, business interruptions, supply chain disruptions, and the inability to operate predictably require rethinking how we do business. These changes impact insurance opportunities across the board, including trade credit, business, travel, and medical. Additionally, cyber liability, due to the growing work-from-home workforce, and of course, event cancellations.
Beyond insurance transactions, the financial community dependent on various insurance types can better compete by using variable data printing for direct mail marketing to speak to existing and new customers. Postcards or brochures would be a good fit here. They can be specific and contain various calls to action based on the intended customer set with data variables that speak to each person.
7. Transactional and TranspromoTargeting
Direct mail marketing using variable data printing technology is the cornerstone that drives transactional and transpromo marketing and delivers it as a highly effective marketing asset, even more effective than other print and broadcast mediums.
A significant value of transpromo communications is its ability to target current customers who receive the direct mail pieces. Current customers present a double-fold opportunity in that brands can both grow revenue and increase their margins. InfoTrends recently reported that transpromo mail delivers the number one open ability rate exceeding the 95 percent threshold! Conversely, personalized, unsolicited direct mail garners a 48 percent open ability rate, which isn't precisely so bad when compared to email's open rate of 20-to-30 percent. Whenever the brand markets to current customers, transpromo and transactional mail rise in efficiency because current customers read communications from brands that they know and trust.
The variable data printing application we are referencing goes far beyond changing the names of the addressees. We reference dramatic changes for printed collateral that offers customers a message that includes detailed customization and personalization for each printed piece. Thanks to variable data printings' capabilities, organizations can now generate specific account data points and leverage them to improve direct mail marketing engagement and response rates for current and prospective customers. If your organization has yet to take advantage of variable data printing, reach out to a full-service commercial printing organization to uncover how this integrated business solution can deliver increased value for your entire customer base and prospects list. We hope this article sheds light on the subject, and thanks for reading "Variable Data Printing Explained!"
Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions:
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