Increasing Marketing Campaign ROI with Variable Data Imaging
Variable data imaging enables the cost effective means to create highly customized, targeted messages to your audience. Not only can you distribute printed pieces that are personalized with the recipient’s name, you can make the content and imagery variable so that it relates directly to the recipient. For example, if you are a college or university sending out a direct mailer to prospective students, you can utilize variable data printing by correlating a specific block of text or a different picture to a specific intended major for that student. Business majors may have a photo of a man (for male recipients) or woman (for female recipients) in a suit with a briefcase. Education majors may instead have a photo of a classroom setting.
Another way organizations effectively use variable data printing is in fundraising campaigns. When sending out direct mail donation letters, fundraisers often make promotional donation levels with the variable data based on previous year’s contributions. For example, if someone donated $1,000 last year, you wouldn’t want to send them the same promotional donation levels as someone who donated $100.
Thanks to technological advances including our new full-color digital printing capabilities, we now have the ability to provide in-line data imaging using software designed to format and flow the specified information and images onto printed pieces such as postcards, ID cards, brochures, flyers, envelopes, and more. Better yet, we are able to produce shorter, quicker runs on even the most complex printing jobs than in the past.
Even more so, we are getting ready to launch a cutting-edge service that allows marketers to work with familiar design tools and file formats, and utilize simple data files, to incorporate all the demographic, geographic, and psychographic information they know about their customers (i.e. name, address, occupation, age, gender, interests, hobbies, spending habits, etc.) into their direct mail campaigns in clever, relevant ways that get noticed.