Say More, Do More with Variable Data Print

Variable data print can be a great way to add a personalized touch to your direct mail marketing campaigns. When developing your campaigns, here are some factors to consider that can affect your response rates:

  1. Make your list and check it twice!. This is rule #1 of all direct mail. If you miss this, you’ll have missed any and all opportunities for your direct mail to be successful. Make sure your list is targeting the appropriate audience for the specific offer you making. Have your mail house de-dupe and cleanse the list. They are the experts, let them do their jobs. Your responsibility lies in the relevancy of the list and the offers and messaging for each contact. Your mission is to hit each recipient with an engagement opportunity specifically meant for them.
  2. Messaging with purpose. Your copy is your voice to your target audience. Is it written to appeal to the needs of each of your audience segments? Remember, they want you to solve a problem, make them feel good, or entertain them. Only if you have something of interest to them will your message matter.
  3. Offers that trigger action. Is the offer for your campaign strong enough to get your target audience to respond? Keep in mind, you can tailor the offer to the recipient. It is not “one size fits all” when you are utilizing variable data and variable image print. Remember that headlines are a key component to getting your audience to continue reading.
  4. Perfect timing. Are you sending your message out when the recipients are prepared to make a purchase or take action? Where are they in the buying cycle? Leverage your data to customize the message that moves them to the next level. If you are not sure, perhaps you should consider a multi-channel campaign that includes print-on-demand. Automated marketing can capture and move your audience through a series of touch points that include personalized print and online connections.
  5. Creative impact. Does the design of your campaign distract or reinforce your messaging? Are the images varied to appeal to the different audience segments? Don’t forget that variable print can include variable imaging.
  6. Response mechanism. Do you have a clear response mechanism built into your campaign? Is it easy to use and are there multiple methods in which the recipients can respond? (e.g. personalized URLs)

Your campaign response rates will vary depending on what you are trying to accomplish with your campaign. From lead generation to increased newsletter subscription rates, setting a campaign objective will allow you to easily show results for your campaign. Campaign objectives can include:

  1. Lead Generation
  2. Direct Order
  3. Traffic Generation
  4. Loyalty
  5. Data Gathering
  6. Fund Raising
  7. Recruit/Retain Clients or Members
  8. Content Distribution
  9. Product or Program Launch

Modern Litho experts are waiting to help you with your variable data campaign. Need inspiration? Let us bring you case studies that will get your marketing wheels turning!