Click here to watch video on YouTube or mobile device.
Transcript: Advanced Variable Data Printing
Welcome to Advanced Variable Data Printing. During this video, we’ll cover a brief history of VDP, new Variable Data Printing capabilities, case studies of companies using advanced VDP, and challenges companies may face in implementing VDP. History of VDPMeet Ellen a mother of three with an eighty thousand dollar annual household income; Tom a retiree and grandfather, with a 45 thousand dollar annual retirement income, and Shelby an executive with a 220 thousand dollar annual income.
Let’s look at a brief history of Variable Data Printing from the perspective of a car manufacturer marketing to each of these personas.
In the early days of direct marketing, we would have marketed to each with the same message, imagery and offers, hoping the piece somehow connected with them.
Then there was VDP, Variable Data Printing, and suddenly we could send each of them a unique piece. So direct marketers got creative and put each person’s name on their piece, really large.
That was ten years ago, yet today just a few organizations and printers have advanced beyond the name game to produce highly-personalized materials, the type of innovative communications that increase relevancy, response, leads, loyalty, and ROI
Advanced VDP CapabilitiesLet’s explore some of the capabilities of Advanced Variable Data Printing. Today, marketers are creating communications with hundreds or thousands of variables in a single piece, including customized offers, text, data, charts, graphs, and images.
Variable data can also be integrated in mail, email and online touches to create personalized multi-channel campaigns.
Variable Data Printing (VDP) Case StudiesMail Print has helped hundreds of companies transform their static communications into highly-relevant, revenue-driving touches. Here are a few:
Assurant Employee Benefits worked with Mail Print to turn their mass-produced product guides into dynamic booklets personalized for each recipient with more than 1,000 variables. The company’s purchase rate improved by five percent, while production costs decreased
Ferrellgas uses variable data printing to customize the messages, pricing and imagery of their direct mail for their local distributors. With VDP, they’ve improved the response rates for their distributed marketing, while reducing production time from 10 days to 24 hours.
The American College of Emergency Physicians implemented Mail Print’s variable data printing and print automation systems together to automatically send personalized welcome guides and communications to their 28,000 members. Mail Print’s system has reduced their production time from ten days to two, created $40,000 in immediate savings, and provides flawless execution of their variable elements.
Variable Data Printing ChallengesWith these types of results, why aren’t more companies using advanced Variable Data Printing?
Companies and agencies run into some common challenges when considering VDP. Here’s how to overcome them.
A poor quality, incomplete, or non-standardized database can wreck a personalized marketing campaign. Mail Print provides in-line data cleansing and NCOA processing, as well as appending demographic, psychographic and lifestyle data.
Coordinating your IT and Database teams to manage and extract your data can delay or derail using it in marketing materials. Mail Print’s solution includes a web services connection to automatically receive or pull data from your marketing database, CRM system, or third-party platform, without manual intervention and errors.
Not just any production partner has the experience and technology to produce highly-personalized communications. As an early VDP innovator, Mail Print has produced complicated variable data communications for more than 10 years, including print, email and personalized url response pages.
We’re also a premier partner and test site for Hewlett Packard’s high-quality digital presses, as well as a certified US Postal Service distribution center. More than 90% of our digital printing includes variable data, compared to 13% among other digital printers.
This all combines to provide you the results you’re looking for: highly relevant communications that increase response, acquisition and loyalty for each Ellen, Tom and Shelby in your audience.
So what’s next? Which of your campaigns or client projects will you revolutionize with advance variable data printing?
Contact Mail Print to schedule a brainstorming session with our variable data strategists, or learn more at www.mailprint.com.
|
