Variable Data Printing has been around since the late 90’s and while statistics show the enormous impact that personalization has on response rates, we often hear “we don’t have the data to run a variable project” or “Big Data is required to run a personalized job”.
Personalized communication, particularly in direct mail, (which outperforms all digital channels by nearly 700% in terms of response rates) does not require difficult rules and complex data. It’s really quite simple − who doesn’t like to walk into a place of business and be greeted by name? We inherently feel special and appreciate the personal touch. It works the same in marketing - the best way to engage users is to engage them personally. In fact, 54% of consumers are ok with providing personal information as long as it’s for their benefit.
Conversely, there is nothing more irritating than to receive mail that has no relevance. 74% of consumers get frustrated when content (e.g. offers, ads, promotions) appears that has nothing to do with their interests. The more you can communicate directly, emotionally or intellectually, the more inclined your client or prospect will be to engage with you or your business.
There is an excellent article in Canvas Magazine titled "DISTRACTED: Navigating a World of Shrinking Attention Spans" (jump to page 21 of the magazine), which discusses how important it is to have a lazer focus when speaking to your target audience. Personalization can help you do just that.
So, when you start planning your next project, try making use of some basic information you already have to add value to an otherwise static piece and enhance relevance to the end user. Some examples are:
| Available Data | Example of uses |
|---|---|
| Expiration Date: | “Best if used by” or Renewal Options |
| Previous Service Date: | Time to schedule for this year |
| Multiple Categories: | Segment Event attendees (customers, prospects, vendors) by color |
| Serialization: | Raffle Tickets, Serial number printed directly on carton instead of a label |
| Location: | Neighborhood Map with location highlighted |
| Previous Purchase: | Thank you for purchase combined with new product announcement/offer |
| Previous Donation: | Donation Appeals |
| Upcoming Appointment: | Reminder and Upsell offe |
| Recent Installation Address | Market to the neighbors! |
| Demographic info: | Vary photography/Vary Offer based on male/female, age, group affiliation, etc. |
| Localized Prices: | Point of Sale Signage unique to each location |
If you need help or have an idea but are not sure how to work it out, give us a call. We would be happy to help!
