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Before VDP Direct sends a single mailer out, we like to take a close look at your existing customer database. Using data analytics, we can sculpt a model of your best customer, reflecting their demographics, buying habits, and interesting traits. We can then design a smart, targeted customer acquisition campaign to find more of those customers in public databases. VDP Direct also helps you chart a Customer Lifecycle to envision how your customer’s needs change and when loyalty mailers would be most effective. We can also mine your data for inactive customers and suggest retention mailers to rekindle their purchase desires.
Who is your best customer?
Don’t worry if your customer database is a bit minimalist. Our team can help you see more from your data than you ever imagined. VDP Direct will analyze your customer data and use predictive modeling to build a detailed demographic profile of your best customer. (The results may surprise and enlighten you.) We then look for your “model” customer in other public databases, expanding your prospects.
This is the key difference in our approach.
The traditional database manager uses “selects” to filter and narrow your existing database to promising targets. But our predictive modeling actually expands your database and even ranks which prospects are more likely to buy your product.
In this way, VDP Direct helps broaden your new business horizons and sharpen your targeting, before we start a personalized VDP acquisition campaign.
An acquisition mailer is often a cold call. So how does VDP Direct warm things up? Personalization and variable test offers. We address the prospect by name, use photos and design that match their lifestyle, needs, and desires, then personalize the offer to make the prospect bite -- even if it’s just a nibble. We also vary offers, design, or format to test what works. Now we have a proven format and hot leads to follow up with a second, more targeted mailer. Click the Brad Stoner and Omni Home examples at right to see what we mean.
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Grow and keep customers. From the minute you get a new customer, it pays to build that relationship. Loyalty mailers help you do this by reinforcing a customer’s purchase decision, offering other relevant products, services, or advice, or by just keeping in touch. Retention mailers seek to retain customers who haven’t made a purchase in a while, often with an enticing offer. A mailing can address both loyal and retainable customers with variable copy matched to each recipient’s situation. See some examples by clicking the YMCA and Harrah’s buttons on your right.
Forget cost-per-piece. Think cost-per-response.
Print buyers continue to champion low cost-per-piece. But if your mailer gets weak response or the bulk sales collateral you distribute goes into the dumpster, where’s the savings?
Measure cost-per-response and overall ROI, and you’ll make your entire marketing team believers in variable data printing.
More responses from mailers, improved customer loyalty, stronger collateral, and truly measurable results. It pays to get personal.
Call VDP Direct at 858.492.5100 or zip us this 20-second survey of your needs.
Today, VDP is a strong competitive advantage. Tomorrow it will be a competitive necessity. Let’s start getting personal!
