Direct mail personalization is a highly effective method for boosting the impact of your next marketing campaign. Here’s what you need to know.
The life of a direct mail marketer can be one of constant struggles. Whether you’re a freelance marketing expert or you are part of a larger organization’s marketing department, there’s a lot of pressure on you to perform. You have to justify your use of every last penny of your marketing budget through the lens of whether you’re using effective methods that will increase your brand’s reach or profitability, and this means leveraging only the most effective marketing methods with the best ROI.
One perennial method that always provides a good return is direct mail marketing. This might seem odd to an outside observer, especially in the 21st century and its heavy reliance on digital connectivity for just about everyone. But the truth is that savvy marketers know the impact of direct mail.
But did you know that you can increase the impact of your next direct mail marketing campaign even more by using newer, agile, and adaptable printing technologies to personalize every single piece of mail you send?
It sounds like an expensive, time-consuming fantasy, and one that would have such a low ROI as to be not worth it. But the truth is that direct mail personalization is quick, easy, affordable — and, above all, highly effective.
Here’s what you need to know about the process, how it works, and how it can supercharge your next direct mail marketing campaign to new heights of success!
Modern Technology Makes Direct Mail Personalization Easy
In the good old days of direct mail printing, personalization was difficult to accomplish. In fact, it was nearly impossible to personalize direct mail marketing without a supreme investment in both time and money. This was due to the limitations of the technology of the time; physical offset printers used to create large print runs of mailers required the creation of physical plates for each print run, and that meant personalizing mailers required an individual print plate for each different version of a print run.
While there will always be a place for offset printing, as it has a number of advantages in specific situations, digital printing technology has since evolved to the point that personalizing direct mail print runs has become both stress-free and affordable. It’s called variable printing (or variable data printing), and it’s exactly what the doctor ordered for anyone who wants to punch up their next direct mail marketing campaign with the impact of personalization.
How Variable Data Printing Works
Modern print technology revolves around digital printing methods. This means that, unlike an offset printer that requires having a custom plate made for each print run, a digital printer needs only a digital file as a guide. This file is often delivered through a USB port or even wirelessly. the digital printer reads that file and uses it to reproduce the image, much in the same way that a desktop printer in your home or office does (though at a much, much higher quality).
Because all you need is data for a digital printer to function properly, it’s easy to create custom databases for a print run. You can set up different variables for just about any field on a piece of direct mail, starting from names and addresses, specific pieces of written copy, or even complete images.
Gone are the days of addressing each piece of direct mail to “Resident”; all that a printer needs to accomplish this is the database to begin with — and any good marketer worth their salt will have extensive information on the groups or individuals they want to target for their direct mail campaign.
Personalized Direct Mail Gets Better Results
So it’s easy to personalize a direct mail marketing campaign, provided you’re using a good print partner with digital printing technology at their fingertips and you’ve got a robust database of recipients to use in a variable print run. But the question remains: why should you take the time and energy to engage in a personalized direct mail campaign in the first place? Are there any advantages over a campaign that doesn’t use personalization, or are you just spinning your wheels by using new, but ultimately useless, technology?
The truth is that personalizing direct mail helps you get better results for your campaign. Any marketing campaign can benefit from specific targeting to maximize ROI, and there’s no better way to run a targeted campaign than by leveraging marketing data to provide personalized materials to your recipients. The strategy pays major dividends, as direct mail personalization plays a major difference in response rates because recipients truly enjoy receiving marketing copy that’s been custom-tailored to them.
Any marketing campaign can benefit from specific targeting to maximize ROI.
A number of studies have revealed that a recipient will pay much more attention to personalized mail because it makes them feel special about the sender taking the time and energy to print the mailer especially for them. In fact, a 2016 study discovered that customization or personalization of a piece of direct mail increased the likelihood of that piece of mail being opened by a combined 84.9 percent. Those are some serious numbers that simply can’t be ignored!
The Last Piece of the Puzzle
As effective as direct mail personalization is, it’s obvious that you need to leverage this approach during your next marketing campaign. Yet there’s one last piece of the puzzle to this endeavor, and that’s finding a good print partner that has the capabilities of fulfilling a specific personalized print run order. This requires both the technological capacity and the skill and expertise to do so effectively.
For the most part, just about every print house around will have access to digital printing technologies. The good news is that nearly all these printers are likely to support variable data printing, as it’s more or less become a standard feature on the newest and most advanced digital printing presses. However, you will also need to enlist a print partner that has skilled and experienced graphic designers on staff that know the ins and outs of designing digital files that can accommodate a variable print run. This makes choosing your print partner one of the most important steps you can take if you want to have a successful personalized direct mail campaign!
Turn to Las Vegas Color Graphics For All Your Direct Mail Personalization Needs
Here at Las Vegas Color Graphics, we know a thing or two about digital printing methods. In fact, we’ve got some of the most advanced state-of-the-art digital printing presses anywhere. Not only that, but we have the most experienced and skilled staff around when it comes to leveraging variable data printing methods. As if that wasn’t enough, our expertise in fulfilling direct mail marketing orders means you can leave it to us to get your mailers out and into the hands of your targeted recipients in no time at all.
There’s a reason why we’ve been the Las Vegas area’s premier print house for more than 40 years. Contact us today and learn how we can supercharge your next direct mail campaign with personalized printing!