How to Leverage Variable Data Printing for Personalized Campaigns

Variable data printing is a dynamic printing technique that captures the attention of recipients, drives engagement, improves response rates, and makes your campaign more memorable. It accomplishes all these things (and more) through personalization.

Personalization is crucial for the success of modern direct mail campaigns. Whereas direct mail personalization used to be limited to changing the name and address on mail pieces, variable data printing can now change a wide range of text and visual elements.

In this blog, we will discuss how to leverage this advanced printing technology to launch highly effective direct mail campaigns.

Understanding Variable Data Printing (VDP)

Variable data printing allows for the customization of specific elements on printed documents. This includes graphics, imagery, text, and more. Furthermore, these elements can be customized based on various data points, including location, purchase history, gender, age, and personal events.

However, what really establishes this dynamic printing method as a cutting-edge technology is that this personalization does not come at the sacrifice of efficiency. Modern variable data printing is able to print content that changes from one piece to the next without slowing or stopping the printing process. Consequently, it is a highly impactful and cost-effective personalization solution for direct mail campaigns.

VDP is the most advanced form of digital printing available, which we are proud to offer at Troi Mailing Services.

Variable Data Printing and Personalization

Variable data printing is the secret behind campaign-wide personalization. It streamlines the personalized printing processes, so you can customize mail pieces without compromising on print quality or efficiency. VDP can also be applied to direct mail campaigns of all sizes.

Modern direct mail marketing is most effective when campaigns use personalization. Elements found in personalized printing services, from names to addresses and personal references, make your message more relevant to the recipient, resulting in higher engagement and response rates. These elements differentiate your mail pieces from those of your competitors. Whereas their mailers are generic and impersonal, yours are more likely to attract positive attention and generate the desired result from the recipient.

Variable Data Printing Examples

• Personal information (name, address, birthdays, anniversaries, membership information).
• Behavioural data (purchase history, attendance to events, response to previous campaigns, time spent on websites).
• Demographic data (different wording, language, or colours based on demographic information like gender, age, and location).
• Service reminders (special incentives based on the last service date or a reminder to renew a subscription).

How to Use VDP on Direct Mail Campaigns

Personal Details

The most common use of variable data printing is to customize personal details, particularly the recipient’s name and address. Variable addressing is necessary for business and government printing; otherwise, large-scale printing would not be feasible.

However, these are not the only personal details that can be customized using VDP. By including other personal details, you can make your mailer more interesting, relevant, and attention-grabbing.

Try reaching out to recipients on an important date, like a birthday or anniversary, wishing them well in the message and offering them a special discount code. You can also include important membership information, like their membership number, loyalty ID, or current points tally.

Data-Driven Messaging

More data means increased opportunities for personalization. Ideally, your mailing list should include valuable data on customer demographics, behaviour, and purchase history. Correct addresses and birthdays are the bare minimum.

You can utilize the data in your mailing list to launch highly targeted campaigns with powerfully personalized messaging. This increases the likelihood of engagement. After all, recipients are most likely to respond to relevant messaging.

Using data insights makes it easier to craft relevant messages that resonate with audiences. For instance, you can reference the customer’s previous purchase history before suggesting other products that they might enjoy. You can also thank them for attending a past event, then include information on similar upcoming events. By highlighting their previous interactions and interests first, your offers appear more personal and trustworthy.

Custom Visuals

So far, we’ve covered how variable data printing can customize text on direct mail pieces, allowing for a more personalized and relevant message. However, VDP can also be used to personalize graphics, photographs, design elements, and other visuals.

Various designs, colours, and images have different impacts on different demographics. The best way to communicate with one group may vary widely from how you should market to another. Variable data printing makes it possible to advertise to a diverse array of individuals within a single direct mail campaign.

Using VDP, you can personalize the visual elements of your mail pieces to align with a specific demographic’s preferences, interests, and values. In this way, this dynamic printing method helps to capture the interest and attention of that segment of your audience.

You can also customize visuals based on purchase history, including imagery related to specific products or services that a recipient has purchased previously.

Lead Nurturing

Generally, direct mail pieces have a very long shelf life. Recipients may keep an attractive or relevant postcard, brochure, or flyer for many months before they’re ready to buy. This is one reason why the design of print advertisements is so important. (Troi Mailing Services’ design team understands the ins and outs of creating memorable mail pieces that recipients will never want to throw away.)

Since there can be weeks (and even months) between receiving the first mail piece and making a purchase, lead nurturing can be very beneficial for direct mail advertising. VDP simplifies this extra step. You can easily follow up with intentionally crafted, thoughtful messages that reinforce the benefits of your products. This ongoing conversation nurtures the relationship with your prospective client and increases the likelihood of conversion.

QR Codes

QR codes are becoming increasingly important for direct mail campaigns. They make it easy to drive traffic to your brand’s website, online store, email newsletter, and social media pages. Consequently, QR codes are an essential part of every multichannel marketing strategy.

Additionally, QR codes simplify tracking. Tracking is crucial for monitoring and understanding the results of your direct mail campaign. You need to know how many people are responding to your message and how many are making purchases. A dynamic QR code takes recipients to a specific landing page, which monitors visitors and collects key metrics.

Variable data printing allows for the printing of QR codes, as well as other trackable items like pURLs and unique discount codes.

Contact Troi Mailing Services for Expert Personalized Printing Services

Troi Mailing Services has more than 30 years of experience in the print and mail industry in Toronto. Over that time, we have been proud to introduce the latest cutting-edge technology to our clients, allowing you to take advantage of these advances.

Variable data printing, in particular, is a powerful tool that allows for greater personalization than ever before. To learn how to incorporate our personalized printing services in order to increase the effectiveness of your next campaign, ask the experts at Troi Mailing Services!

To learn more about variable data printing in Toronto, call Troi Mailing Services at 1-866-486-0423 or contact us online.