The Basics of Variable Data Tips for Using Variable Data Within your Direct Marketing Campaigns
The Basics of Variable Data 2 Introduction Are you looking to get a better response from your direct mail piece? Do you want your piece to stand out in the sea of mail people get every day? Do you need to mail several different brochures to get special information out to different demographics? If any of these apply to you, then you may be a candidate for variable data printing. What is Variable Data? Variable Data Printing (VDP) is a digital form of printing that allows production of printed material that varies from one piece to the next (changes in text, graphics and colors) within one press run. Although only one piece is designed, many of the different elements of the brochure can be changed, giving everyone on your mailing list their own personalized piece. VDP often gets confused with mail merge. While they have many similarities, they are actually different. Mail merge is simply taking a file, such as a letterhead or postcard, and adding an address and possibly a salutation that is specific to each individual basically merging a specific document with a database of addresses. VDP goes beyond mail merges by adding other variable elements such switching out artwork and full paragraphs of text. It isn t a simple fill in the blank, it is actually changing the whole document from one to the next.
The Basics of Variable Data 3 Why Variable Data? Why should you spend the extra time and money to personalize a mail piece? Consumers are barraged with more than 3,000 messages every day. A personalized piece stands out in a sea of mail sitting in the mailbox. In a visual society the images on a piece say just as much, if not more, about something than does the text. So why wouldn t you want the images to change to go along with the copy? Personalizing your direct mail piece can increase your responses up to 30%, and in the world of direct marketing even a small percent increase is huge. Variable Data Statistics Direct Sale Typical Response Rates Static and Personalized Campaigns Lead Generation Lead Nurture Loyalty Fundraising 0% 1% 2% 3% 4% 5% 6% 7% 8% Static Variable (Personalized) 2008 Caslon & Co Caslon analysis of PODi and DMA Data
The Basics of Variable Data 4 Privacy Personalized mail is an excellent way to get a reader s attention and improve your response rate, but being too personal can backfire. You do not want to be too personal, too soon. The reader should have a feeling that you know them without invading their privacy. For example, if you want someone to refinance, it wouldn t be a good idea to state that they have $20,000 in credit card debt, a $29,000 car loan and $166,000 left on their mortgage. That is information people don t want to share with others. They certainly do not need you telling them what they already know. Using rounded numbers that are in the neighborhood without being as obvious that you are referring to the specific reader can be just as effective. By refinancing with us you can save 9%. Similarly, if you know a reader is an avid hunter, with a dog and three children, you can personalize the mailing by simply including a few pictures of some children or a hunter with a dog.this allows you to be personal without them realizing you are speaking directly to them. You may be more personal with your mailing if the recipient is a member of your organization. Members of organizations already know that you have information about them at least what they have supplied to you. This information can be used to your advantage. For example, every year you can have your members verify and update their contact information for your database. You can mail out a piece that shows their name, address, phone, email, fax, etc. Leave space for changes of any incorrect information and an address to mail it back to. This way they can quickly see what you have on file instead of having to look it up themselves.
The Basics of Variable Data 5 Things to Consider Some of the key areas to consider when creating a variable data piece are: 1. What is the purpose of the piece? 2. What are your demographics? 3. What is your desired response to the piece? 4. How many variables do you really need? Purpose The purpose of your piece sets the stage for everything. What do you want to accomplish with this piece? For example, if you are marketing a new shampoo you may want to have male and female versions sent out with different colors, text, etc. Perhaps you want people to register for a class where students pay a reduced rate. That piece could be the same except the registration panel on the student piece would reflect the reduced rate. Demographics How do you want your mail piece broken down? Your options are endless. You can personalize by country, region, state, city, county, gender, age, occupation, job title, previous classes taken or any other way you can think of. The options truly are limitless, but they should be dictated by the purpose of the piece. Response What type of response are you looking for? Are you simply interested in how many people respond, or are you looking for specific data on your respondents? There are many options here as well. Perhaps each piece can contain a specific code which can tell you if the person who responded is male or female, or what industry they are in. It could also enter them in a raffle or drawing for a prize. Maybe your organization is high tech and
The Basics of Variable Data 6 everyone will receive a personalized bar code registration card that gets scanned when they arrive at your seminar. This will provide faster and more accurate registration. Variables By now, you probably have a million ideas swirling through your head as to how you can use variable data in your next project. But don t let yourself get carried away. Make sure that the variables you use make sense and are not just there because they can be. Using too many variables can result in your message and purpose of the piece getting lost. While Variable Data Printing is a bit more expensive than a traditional mail piece, it is fun to receive, eye catching and memorable. But the most important aspect of a variable piece is that the response rate is higher, and after all, isn t that what we are all looking for when we spend money on a mail piece? About Documation Documation s goal is to provide our customers superior quality products and printing services with exceptional customer service. Documation offers tailored solutions to manage, create, produce and distribute printed products and/or digital media products nationwide. With state-of-the art technology, we take pride in continuing to be a leader in the printing industry through creative innovative products and tools. When choosing a print or digital media company, call us today and discover the industry s leading products and printing services we offer!