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Harwood Heights, IL 60706

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Variable Data Printing Boosts Direct Mail Response Rates


By Joe Harrison

TargetCustomerOne of the beauties of digital printing technology is how it can be used with traditional marketing direct mail to make a bigger impact and drive greater response. Take personalization, for example.

Variable data printing technologies allow marketers to deploy large direct mail campaigns that communicate on a one-to-one basis with prospects and customers. Important? Recent research shows that 86% of consumers say personalization plays a role in their purchasing decisions.

What you know about your target audience can help determine how you’re able to customize your messages. Consider versioned mailers that reflect:

•A recipient’s name or company name
•Offers based on past purchases or other information you know about the recipient
•Personalized QR codes and URLs
•Varied images based on a prospect’s age, gender or interests

Fundraisers take note: Variable data printing is almost essential for solicitations, allowing you to tailor messaging to past donations. For example, offering an established $100 level donor the option to check a box of $50, $75 or $100 opens the door to a lesser gift. A more effective approach would be to use variable data printing to remind donors of their last contribution and ask for a match or increase.

Looking for more ways to make your print communications work harder? American Speedy Printing can help.

Joe_Harrison Joe is passionate about helping SMBs. He’s spent the last 25+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.