How VDP (Variable Data Printing) Can Change Your Dismal Half of 1% Response Rate To A Whopping 14% Or Higher.
In addition to Direct Mail Marketing you should also familiarize yourself with VDP (variable data printing.) Although this technology has been around for more than 10 years now, it is still in its infancy as far as its awareness in the marketplace. This is the most revolutionary marketing application that digital printing technology has achieved, because when using Variable Data Printing in a Direct Mail Marketing campaign, your response rate can increase from a 1% or 2% to a dramatic 14% and even higher in some cases.
The Kodak NexPress 2500 produces Variable Data Printing and is truly a marketing machine in my book. The benefit of VDP is in the ability to personalize and even customize each individual sheet as its being digitally printed on the press. Wow… That’s amazing! OK, sorry if I sound excited but when it comes to the snapping a prospect or client out of alpha mode there is no other better way. Let me show you exactly what I mean.
You might have already received something with Variable Data Printing in your own mailbox, but if you haven’t here’s an example for a veterinarian’s office. If you don’t have pets just stick with me here for a minute because this applies to any B2B or B2C scenario. Imagine receiving a post card from your pet’s vet addressed to you with your pets name and picture in a customized way. I don’t mean addressed to you in the mailing address section, I mean addressed to you in the heading or message area with your name in a distinctive font and color, and I don’t mean a generic same breed picture of your pet, I mean Fluffy himself. The post card reads…
“Hello <Your Name> just wanted to remind you that <Your Pet’s Name> is due for <Pet’s Gender> vaccinations this month so remember to call in for an appointment soon. By the way <Your Name> how’s <Pet’s Name> doing since the last time I saw <Pet’s Gender>? Remind me to tell you about a new vitamin for <Type of Animal (dog, cat)> that has been proven to preserve their coat dramatically.
Sincerely,
Dr. Smith.”
Do you see what I’m talking about? This is truly 1:1 marketing at its best.
As great as VDP is for boosting response rates, it is not meant to replace traditional direct mail marketing. VDP is not designed for mass mailings, but instead for highly targeted marketing communications to the 20% of your list which is responsible for 80% of your revenue. While you can increase your ROI dramatically you have to know when and how to use it. When used in the right application the results are staggering.
