Direct mail marketing is a tough job. It doesn’t matter if you’re the cog in the wheel of a big company’s marketing division or you’re a freelancer going it on your own, you have to perform well if you want to be successful. That means spending your operating budget wisely so that you’re getting the best return on investment you possibly can – and the best way to do that often involves personalizing direct mail campaigns.
This idea might seem strange to a non-marketer. Direct mail, even personalized direct mail, seems so last century at first glance. Believe it or not, a direct mail marketing campaign can be incredibly successful, especially when you use the newest 21st-century printing technologies for personalizing direct mail. The best part is that it’s incredibly cost-effective as well.
Here’s even more on why you should use personalized direct mail marketing and how you can make it happen.
Personalizing Direct Mail is Easy Thanks to Modern Printing Techniques
Personalization was never easy in the past when it came to mail marketing. In fact, personalizing direct mail was close to impossible without a huge waste of time, not to mention money, because the technology to print in volume just wasn’t there. Instead, you needed to create an actual print plate for each different version of a direct mailer – and that was just too much work and expense.
This older style of printing, known as offset printing, is still used today of course. But digital printing methods are now so advanced that personalizing direct mail runs is easier than ever, and all without having to rely on physical plates like in the old days. These variable data printing techniques are revolutionary to be sure.
What Is Variable Data Printing?
As a digital printing method, variable data printing uses digital information to instruct the printer and provide it the guideline for what ends up on the page. In essence, a data file has replaced the old offset print plate. This is exactly how home office printers work, but the big difference here is that professional-quality digital printers can do much more than your old desktop printer at home, and at much greater speeds.
Since modern printers are digital, you can create any number of custom information sets for a single print run. This variable data (see where the name comes from?) allows you to customize specific fields with different data sets for specific names, addresses, or even different messages or images for specific target demographics. It’s much better to send direct mail to an actual person with an actual name instead of just “Current Resident”, after all.
Imagine a dog owner getting a direct mail postcard with a picture of their very own breed of dog! That’s how personalizing hits home!
Personalizing Direct Mail Reaps Better Rewards
It’s become easy to personalize direct mail runs if you’re using the right print partner that has variable data printing capabilities. But what are the actual, concrete benefits of doing so? How does personalizing direct mail aid in your marketing ROI in real-world scenarios thanks to the highly specific demographic targeting that variable data printing provides?
There’s good news on this front. Researchers have conducted several studies since the advent of variable data printing, and it turns out that personalizing direct mail makes the recipient look at marketing materials more favorably. One study even found that direct mail personalization of this type increased the chances that your direct mailer from being opened by a staggering 84.9 percent combined. Those are some truly indisputable numbers!
The Final Piece of Information You Need
Personalizing direct mail is incredibly effective – there’s no argument against that. However, if you want to harness this incredible ability in your next direct mail marketing campaign, there’s one last crucial piece of information you’re going to need. In this case, it’s ensuring that you choose a professional print house that has all the equipment, tools, and expertise to use variable data printing effectively. Without that, there’s no guarantee your campaign will be as successful as it could be otherwise.
Most print houses out there are, thankfully, capable of using digital printing methods. Even better is that just about every one of these can also handle using variable data printing methods, as most professional-level printing presses include that as a standard feature. What you do need to look for, though, is a print house that knows the insides and outs of how to best use variable data printing. A company that can handle every single aspect of direct mail — from start to delivery. You need to choose carefully to ensure you find the right print partner!
At Las Vegas Color Graphics, Personalizing Direct Mail is Our Bread and Butter
Here at Las Vegas Color Graphics, we’re no strangers to digital printing processes. That’s because our digital printing presses have some of the most advanced capabilities in the business. On top of that, our staff has long years of experience in using variable data printing methods to great effect, especially when it comes to creating direct mail marketing materials. We even offer fulfillment services to ensure your materials get to the mailboxes they’re destined for on time to be effective.
More than that, though, Las Vegas Color Graphics knows what it takes to serve the Las Vegas community. We’ve been doing so for more than 40 years, growing with the technology of the time to provide the best and highest quality print services in the entire region. Want to learn more? Contact us today and see how we can that personalizing direct mail is quick, easy, and bound to be effective!
