Variable data printing has many benefits in direct mail.
Right out of the mailbox, the personalization grabs a reader’s attention in the sea of junk mail. Then the personalized offer, copy, and graphics hook them, leading to:

• Higher response rates
• New customers
• Better Customer Relationship Management
• Stronger brand loyalty & retention
• Larger and more frequent orders
• Increased ROI via lower cost-per-response
• Faster time-to-market (automated mailings)

VDP-enabled Web-to-Brand collateral offers further benefits:

• JIT print-on-demand eliminates obsolescence and inventories of collateral
• Efficiency and effectiveness by combining full automation with full customization

Why settle for miniscule “industry standard” response rates from mass mailings?
We can do better. In fact, VDP Direct personalized mailers often earn double-digit response rates. But don’t just take our word for it. Check out Caslon & Company’s, “Response Rate Report” detailing how direct marketers have improved response rates with variable data printing. See how:

• Borgata Hotel & Casino in Atlantic City targets customers with personalized coupons and earns a response of 10-20% on each mailing.
• Taser International doubled its new accounts every month by mailing a personalized cost/benefit analysis to each prospective police department. As a result, Taser’s earnings jumped 40% over the same quarter in the previous year.
• And see how you can improve response rates, no matter what your objective: direct order, lead generation, lead follow-up, a better new customer experience, loyalty, and more.

This free response rate study even offers guidelines on the percentage improvement you can expect in response rates when you add personalization.

“The battle for customer loyalty is often won or lost in the very early stages of a relationship. The first days and months are critical. If you want to lay a solid foundation for long-term relationships and accelerate top-line growth, engage your customers early."

-Robert Markey, Jr., Bain & Company, financial services

The marketing world is waking up to the profitability of enhancing the new customer experience with personalized mailers. This includes validating and supporting your new customers’ purchase decision, offering additional relevant products or services, and simply interacting with them as early as possible. Chart A illustrates the success of cross selling when implemented within one month of a customer’s first purchase.

Although this banking example is more dramatic than most, the same dynamic holds true in all industries - cross selling is amazingly successful when a personalized campaign is implemented immediately.

In the traditional approach (chart B), marketers spend time gaining a new customer but slack off once they succeed. Only later do they ramp up the conversation to build loyalty. By escalating the dialogue early in the new customer experience, today’s marketers are enjoying much more productive, long-term relationships with their customers.

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 profile of your needs.

Today, VDP is a strong competitive advantage. Tomorrow it will be a competitive necessity. Let’s start getting personal!