Have you ever received a personalized piece of mail that had your name included in the content? Perhaps you received a piece of mail from a jewelry store and as part of the design, it said “Hi (your name), don’t you want to stand out from the rest?” Did you spend more time with it because it didn’t quite feel like “junk mail”?
That piece of mail is product of a marketer using a process called Variable Data Printing (VDP). VDP is the process of integrating customized variables into a direct mail piece, such as text, names, images, etc. The possibilities are endless. VDP is a way to have your mail piece feel like a personalized, one-to-one communication between you and your customers. With a well-maintained, constructed and targeted list, you can market to your customers or prospects with elements that will specifically resonate with them.
Below are a few scenarios wherein VDP could be used and potentially see a higher ROI.
Scenario 1, The Realtor
In the example below, a realtor is trying to cultivate new prospects by showcasing the homes they have listed.
Our realtor wants to customize his direct mail piece based upon a crucial key factor: what neighborhoods buyers have an interest in. He wants to personalize the cards to have the prospect’s first name, the neighborhood name, a specific QR code that will take them to specialized landing page just for them, a photograph of a home in that neighborhood, and a section noting when an open house would be.
All of this is possible with Variable Data Printing! Here’s what a few of those postcards might look like.
Scenario 2, The Car Dealership
In the example below, a car dealership wants to send a mailing to encourage existing customers to bring in their car for maintenance and to show the latest version of that car for sales purposes.
The dealership will customize the mail piece to include the first name of the customer in the contact, a picture of the make and model of their current car and a picture of the latest version of the car.
Variable Data Printing is a very powerful tool that you can use to personalize the communication for your current customers or prospects. With a well-built mailing list, VDP can pack a power punch and convert more prospects to clients!