Businesses that require a large amount of direct mail sent out are discovering that purchasing a variable data printer is a great way to personalise direct mail.
What is Variable Data Printing (VDP)?
Variable data printing is on-demand, fast-paced digital printing using a black inkjet printing machine such as the X-Jet variable data printer from AMS. Using a variable data printer you can customise text and images for specific segments in your database. This means a customised printed piece can be made just for that person.
Until recently, “personalisation” in direct mail meant merging in a name, an address, and not much else. Prospects who saw their names repeated a few times in a letter were supposed to feel special. However, this approach isn’t truly personal, everyone in the campaign gets an identical pitch and an identical offer on identical-looking mailpieces.
More businesses are discovering that by working with their selected printer or mailing house they can use all of the customer data they’ve collected or purchased to create powerful direct mail that grabs a recipient’s attention, builds interest and establishes a deeper relationship.
Why use a Variable Data Printer?
The more personalised a mailing is the better relationship the customer has with the brand. Also, studies show that variable messaging can deliver higher response rates and sales. The fast X-Jet variable data printer from AMS can be used for many applications, whether you need to add a sequence of numbers to a glossy flat surface, print membership data on to plastic loyalty cards or simply add addresses to laminated mailings, the X-Jet has unlimited uses.
What a Variable Data Printer can customise on your direct mailpiece
- Copy (recipient’s name, address, account number, balance due, loyalty
status, program benefits, etc.)
- Barcodes (Print number sequences and membership numbers)
- Offers (prices, fundraising ask amounts)
- Calls to Action (personalised URLs, landing pages)
With a variable data printer you could have 20,000 separate variations on your campaign in a 20,000 piece drop. Think of the possibilities! Additionally it has the flexibility to be used either in-line, on-line or stand alone and can print on to glossy coated, porous and plastic flat surfaces.
The best personalised direct mail pieces don’t come off as targeted or conspicuous. Instead, they feel personal, inviting and warm. Because complex personalisation is still somewhat rare in direct mail, now is the time to incorporate a variable data printer into your direct mail services to stand out against the competition.
A highly personalised direct mail piece, informed by the customer’s own data, helps to establish a comfortable buying environment and experience. Using the X-Jet Variable Data Printer, personalised mail campaigns connects with consumers and creates an authentic long-term relationship built on familiarity, value and trust.