July 2022

What is Variable Data Printing (VDP)?

VDP is a method of digital printing that allows graphic or text elements to be easily and efficiently swapped out throughout a print job – making it more personal to the receiver. It is commonly used in the direct mail industry and generally yields a 42% response rate. This is a great way to cost-effectively personalize your marketing effort for specific demographics.

86% of consumers say that customizing a piece of mail, has some impact on their purchasing decision. VDP can offer to streamline efficiency – it’s easy to change out a name and address on each piece that mails. It also offers a great way to track your customer response with the use of customized codes etc.

Put yourself in the client’s shoes for a moment.

Receiving huge amounts of junk mail, ads, and other promos –  that have nothing to do with their needs or interests – can get old quickly! It gets annoying pretty fast, too. Variable print can change that for you, helping you make a good impression in the long run. It makes you more memorable.

Current clients will be more likely to respond back to you or stay with you, while prospects are more likely to buy something from you the next time they make their next purchase.

How can variable printing be made – uniquely?

Other than changing out the address block, on a typical mail piece, you can also do the following:

1. You can change the header information, such as a name or salutation. See the example highlighted in yellow.

2. Adding pertinent information, such as a savings or specific promotion – just for the client it is being sent to. See the example highlighted in yellow.

3. Personalizing an image is also an option!

 

And, remember, the address block should always include the following:

1. Full name
2. Company name (if needed)
3. City
4. State
5. Zip

Here at BMS Direct Inc., we are committed to helping you strive for that perfect piece of mail that will help you grow.