A survey of over 1,000 large businesses across 10 different vertical industries found that more than 60% of respondents’ campaigns were personalized or segmented. Although there are many ways to personalize pieces of mail for commercial printing, one of the most efficient ways to communicate a consistent yet individualized message is to use variable data printing to print your direct mail materials. Before you reach out to digital printing services to discuss your project needs, it’s important to have a grasp of how this technology works so that your business can make the absolute most of its conveniences. Here’s part one of our full FAQ about direct variable printing solutions.
How is variable data printing different from other forms of digital printing?
Variable data printing is a flexible and specialized form of printing that allows a business to communicate any given message on any type of direct mail postcards or letters. Once a foundation is created — i.e., the bulk part of the message that will go to every recipient — it serves as a sort of template to then further customize with a recipient’s name, address, and other pertinent information.
How does variable data printing enhance marketing materials?
Generally speaking, those who receive mail enjoy when a business takes the extra step of personalization. It shows that the business doesn’t just see them as another faceless customer and enhances the overall value customers then place on the marketing materials they receive. Currently, customers say that only 31% of the direct mail they receive includes personalized content that they find useful, but by taking advantage of all the features of variable data printing, you can put your business one step ahead of the increasingly competitive marketing game.
Ultimately, understanding the many capabilities and benefits of variable data printing can help you make the most of all it has to offer. Keep an eye out for the next post, where we’ll dig a bit deeper into how variable data printing can help increase the quality of direct mail marketing materials for virtually any business or industry. For more information about direct mail postcards, contact Modern Mail and Print Solutions.