SPECIAL REPORT VARIABLE DATA PRINTING -- 1-to-1 Drives Campaigns
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The market types that are initially most favorable to VDP-driven programs, according to Williamson, are loyalty-based campaigns, including automotive, casino/gaming, alcohol and tobacco. Loyalty retention is a critical aspect, as is a budget to support the campaign. High-volume mailers who are used to getting their goods for a mere pennies per piece may find this commitment impractical, even with the cost savings accrued because of less waste with VDP.
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- People:
- Rapp Collins
- Robin Williamson
- Places:
- Arizona
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