5 Reasons to Use Variable Data

Every time you communicate with your target audience you need to maximize the impact of your communication.  Using Variable Data Printing is a unique way to make a connection with your target audience.  It can be a simple as using their name or as complex as sending the same direct mail piece with different photos and messages based on who will receive it.  For example, if you're sending out postcards and one recipient is a young mother, her postcard would have a picture of a young family with a message designed to speak directly to the needs and concerns of a young mother.  Another postcard in the same mailing might go to a single, middle age man.  The picture and message for the young mother would probably not hit home with him, but a picture and message that targets him would.  It's just that simple.  With today's technology combined with the data you already have in your database, the possibilities are unlimited.

Here are the top 5 reasons to use Variable Data in your next campaign:

• Higher Response Rates

Creating a message that is personalized to speak directly to your target is proven to generate a better response rate than sending a generic or "static" message.  When a personalized piece is received, the message is relevant to the recipient since it has been designed to gain and hold their interest.

• Build Connection

Personalization, whether by using a recipient's name or by using pictures or information about the recipient, shows them that you know who they are. You know what they like. You know what they care about. By putting forth the time and effort to speak to them in a personal manner, you let them know that you are listening to them.

• Test Messages (and offers)

Variable data is perfect for trying different messages and offers to see which one works best.  If you want to try a new idea, just pick a small sample of recipients and send them a special message to see what results you get.  This minimizes any risk, but allows you to reap the rewards if it works.

• Maximize Marketing Budget

Marketing budgets are beginning to loosen up for many, but every dollar still counts.  If you already have information about your target audience and are already planning a mail or email campaign, why not go one step further and use your data to make the piece highly relevant and highly targeted.

• Increase ROI

ROI means Return On Investment.  Variable data allows you to deliver a "one-to-one" message. Instead of sending a generic message to a broad audience, you send a message that makes a direct connection with the recipient. This direct connections peaks their interest which leads to them responding.  The more responses you receive, the higher the opportunity to increase your ROI.  And that's the bottom line for determining the success of any Direct Marketing Campaign.

Denise Ellison