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Think of it as “mass personalization,” a way to create customized printed materials (and electronic media) that talk directly to each customer, even if you have millions of customers. VDP Direct uses powerful software to design each piece on the fly, merging customer data with this photo, that background, a special chart, a unique offer, and copy that speaks to that customer’s needs.
This is called variable data printing, and it can create personalized direct mail that earns astounding response rates and improved customer loyalty. But it also has cross-media and web printing capabilities that will boost your marketing effectiveness and efficiency.
Here is a simple example of what variable data
printing can do. VDP Direct can show you how to vary colors, backgrounds, type fonts, anything that will personalize the mailer to your target. We also encourage our clients to try different variations to the same target to see what performs best. For example, would a new business mailer to women aged 35-45 get better response with a photo of a female customer or a younger male sales rep? Try both and see how they react. Use this intelligence to design an even better follow-up mailer.
Image personalization software can also be used to make the mail recipient’s name seem to be part of the photo.
Truly customized collateral, on demand.
Here’s another data-driven marketing solution. You may have heard of Web-to-Print, a technology that allows users to order collateral online. It’s quite efficient: users get the quantity they need, with no warehousing, and no wasted collateral when content changes. But is the collateral effective? Does it satisfy each user’s unique needs?
That’s why we’ve taken Web-to-Print a step further.
Our Web-to-BrandTM solution enables your team to create and produce customized documents online using brand-approved templates. Each user gets exactly what he or she needs to be more effective, while Corporate HQ keeps a tight rein on the brand standards.
Empower your sales reps, distributors, branch managers, and franchisees with brand collateral they can customize.
Cross-media campaigns boost response rates.
One-to-one marketing is not just about printed mailers. VDP Direct helps you take data personalization into many different media, so you can follow up that mailer, boost response rates, and build a lifetime of loyalty.
Include a Personalized URL (PURL) on your
mailer’s call-to-action.
A PURL is a unique web site (dynamically created for each mail recipient) that speaks directly to that person’s needs. It keeps the conversation going and builds the relationship. The PURL software tracks behavior on the site, so you can even follow up with people who casually visited but didn’t fully respond. In other words, you get valuable “warm leads” in addition to hot leads.
You could also reinforce the mailer with a variable data e-message. It’s a personalized follow-up sent to your prospect’s email account, cell phone, or PDA. And it’s another way to generate a response or show off your attentive service.
