Oooooooooh...
Variable Data Printing has so many useful applications its hard to decide where to start. Do we start with a PURL postcard mailing? Do we want to create personalized leave-behinds for current and prospective clients?
I have seen so many wonderful VDP marketing programs. While I haven’t seen the analytic data from these programs to judge the success or the ROI I do know that they’ve left enough of an impact on me to stand out from the rest.
We all have our favorites, so I won’t list them here but I will list the points that I thought made them so memorable:
Most were customized with the recipient’s name. Not just “Dear John Smith” but with images including the name of the potential customer. Movie marquees, delivery trucks, mock magazine covers, street signs… the list is endless. These items including personalization were used for the “Wow” factor. They were a great way to get your attention and hold it.
They were on an unusual stock or were diecut to an unusual shape. Anything out of the ordinary stands out. If you receive something on a textured stock you may spend more time examining it and reading it. Such is the tactile part of a direct mail piece. If something has been diecut into an unusual shape or has a diecut portion taken out of it there is a greater chance of curiosity generating additional interest in the piece.
There was something relevent to the recipient included in the piece. Having a well targeted program is worth it’s weight in gold. When you can offer something to a customer that is in the proper demographic you eliminate the “spray and pray” quality of some mailings.
Hitting the proper target, holding the recipient’s attention and making it personally relevent… I’m sold!
