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Variable Data Printing: How Can It Enhance My Bottom Line?

June 10, 2020

With so much focus on digital marketing, the power of direct mail is sometimes overlooked. That’s unfortunate because variable data printing is extremely effective in reaching targeted audiences and driving response rates while reinforcing online efforts. Read to discover the ins and outs of variable data printing and how it can help you create a personalized one-to-one marketing strategy. 

What is Variable Data Printing?

Variable data printing (VDP) is a form of digital printing where text, graphic and image elements can be changed from one printed piece to the next. VDP uses computer databases, spreadsheets and other software to create high-quality, full-color documents. VDP allows for more personalized marketing campaigns and custom user experiences for your target audience. The best part is that it is cost-effective and easy to implement. 

Forms of Variable Data Printing

Companies will often use variable data printing when sending out mailers such as personalized postcards, brochures, flyers and more. Aside from inserting the prospect’s name within the copy, VDP can also include other custom information such as personalized offers based on purchase history or switching up graphics to appeal to a specific demographic. You can even create a personalized URL with your prospect’s name that goes to a personalized landing page. 

Benefits of Variable Data Printing

One-to-One Target Marketing 

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One to one marketing is when consumer data is used to create individualized messages and product offerings to prospects or existing customers. One to one marketing encourages engagement and significantly increases response rates of a campaign. People are not only more likely to interact with messages tailored to them, but they also enjoy the experience and have a more positive view of a brand. According to a study by Digital Commerce 360, 80% of consumers like retailers who provide personalized suggestions. Consumers support companies that they like and VDP is a way to stand out from the countless generic mailing pieces consumers throw away out of lack of interest.

Increased ROI

Since personalized marketing helps you stand out to your audience, it is only natural that it provides a better return on investment for your marketing campaigns. VDP gives you the ability to target your prospects by age, location, interests, and more. Better targeting leads to getting your message in front of the right people and increasing the likelihood of turning them into customers. You are also making it easier for your customers and prospects to take a desired action by including things like the closest store location to them and more specific contact information. For optimal targeting and messaging, it is important to do your research on your consumers and create buyer personas to identify what interests and motivates them. 

Supports Online Marketing 

Just like you receive ads and personalized emails online, variable data printing is the tangible version of this that will take the strength of your marketing campaign to the next level. Having something physical people can hold on to allows for a longer time frame for them to look at your message and act on it. Oftentimes when prospects take action, they do so online allowing them to interact with your digital campaigns for a multi-channel experience. Many companies that use variable data printing go one step further and create personal URL's that lead to personalized landing pages for their customers and prospects.

Personalized URLs

A Personalized URL (PURL) is a powerful VDP tactic that leads to customer and prospect engagement. PURLs significantly increase response rates and produce more customers and warm leads. A PURL is typically a one-off microsite with a URL specific to a recipient. It is highly effective when used within a VDP direct mail campaign as it is an additional variable used for personalization. A sample PURL could be: prospectname.mymastercard.com. The microsite URL is usually not associated with the brand’s parent URL. The PURL can therefore be modified and tracked exclusively for the campaign. Customers and prospects were enticed to type in their PURL to go to their personalized landing page that encourages them to take a specific action. Contact Premier Print Group to learn how to increase ROI with cost-effective PURLs.

Tracking Ability  

One of the greatest benefits of variable data printing is the ability to track performance more effectively. By using custom coupon codes and barcodes, you can easily track who from your audience takes a desired action in your campaign. You can then use that data to further tailor your campaigns to maximize performance. 

Relationship Building 

Since variable data printing is centered on user experience, it is a great way to build a relationship with your prospects and customers. In today’s world, personalized marketing tactics have to reflect what the customer values. One to one marketing allows a company to relate, communicate, and start a relationship with prospects while also maintaining relationships with current customers. Warm welcome letters, coupons, and personalized product recommendations are ways in which your customer can feel valued and know you are in tune with their wants and needs. Efforts like this are what creates and maintains loyal customers. 


VDP at Premier Print Group

Variable data printing offers many advantages to creating a well-rounded marketing campaign. It allows you to reach the prospects and customers in personalized ways that foster faster response times and more traffic to your online presence. Premier Print Group offers top-quality printing and mailing services and a very capable creative team to help you craft beautiful messages, always with your deadlines in mind. Contact us today to get started.

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