Customers want brands that offer personalized experiences tailored to their preferences, not mass market communications. In fact, 78% of respondents in a recent survey agreed that receiving personalized communications will make them more likely to repurchase a brand.
In recent years, one size fits all marketing strategies have seen dwindling consumer response rates. That’s why it’s important to decide upfront, how you will cater to your customers and give them the personalized experience they want.
In this article, we’ll learn about using variable data printing to capture the interest of your customers. Here’s the topics we will cover:
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Variable Data Printing (VDP) gives your customers the interactive experiences they crave. VDP is a type of on-demand printing that includes interchangeable elements – personalized for a targeted, individual, consumer experience. These elements can include personalized text messages, graphics, images, colors, fonts, etc. VDP creates personalized, printed materials without stopping or slowing down the printing machine.
VDP brings versatility to print by creating a conversation with your customer. It invokes empathy as you enable them to create their own experiences while interacting with your brand. And the amount of personalization you use – is scalable. VDP assists in delivering choices tailored to your customer without overwhelming them.
Software attached to the front-end of the printer creates parameters and uses your customer database or a data spreadsheet to automatically apply personalized information into the selected areas of your designed template.
Each area that you designate for VDP use can have the personalized message, offer or visuals that will appeal to your individual customer or targeted micro-market. While personalized, these printed pieces can still be part of the same print run. Saving you time and money.
VDP is a cost-effective way to engage with your customers and strengthen relationships. The results will guide your business toward better customer retention and provide insight into emerging markets.
That’s why the most common use of VDP is direct mail marketing campaigns.
Did you know that direct mail has a median return on investment of 29%? And those results could be even higher when coupled with other marketing strategies such as email or social media.
Direct mail comes in many forms, including:
But that’s not all. While direct mail is the most popular use of VDP, it can be used to interact with your customers at a variety of points during their purchasing journey – not just at the mailbox.
The design possibilities for VDP printed materials are endless! That’s why we asked the Gordon Flesch Company Business Analyst Team for some of their expert advice. This group tackles problematic printing puzzles as they assist clients throughout their service contract lifecycle. Our Business Analysts ask questions and dig deep to really understand what a client is looking to do, how it needs to be done and how do so in the most efficient way possible.
Here's some examples they suggested to show you what VDP can do:
VDP is an excellent strategy to incorporate into your marketing plan for heightened brand awareness and increased market share.
Searching for solutions on how to implement VDP into your marketing plan? Contact the experts at Gordon Flesch Company to schedule your complimentary Business Technology Needs Assessement, today.
