What is Variable Data Printing?
VDP is a way of increasing response to your Direct Marketing by communicating on a more personal level. With VDP technology, you can send a direct mail piece to thousands of people but each piece will look like it has been printed expressly for the person receiving it. It’s a way of delivering a highly personal message that has relevance to the recipient by customizing every piece of mail you send.
Here’s an example of how VDP works. If you are mailing to 10,000 people and you know the age and gender of the people on your list, Baber can change the picture to make the mailer more relevant to the recipient. In other words, if the recipient is a female between the ages of 25 and 35, we will put a picture of a young female on the mailer and we will make an offer that is relevant to her lifestyle. Something that the recipient can identify with and something that will make them want to read more. All of this is done on the fly and at high speed on high quality digital equipment at Baber.
Can you use VDP to print my postcards?
Yes. Baber can use VDP technology to produce any Direct Mail Package you want including:
• Postcards
• Self Mailers like an 8.5x11 sheet folded in half or 11x17 sheets folded to 8.5x11 or 8.5x5.5.
• Mailings that go in an envelope
• Catalogs
• Product sheets
• Sell sheets
• Brochures and flyers
• Any product that measures 19”x13” or less
What are the advantages of VDP?
There are many.
Higher Response Rates.
The biggest challenge for Direct Marketing professionals today is to reverse the trend we are seeing with response to “static” Direct Mail or mail where every piece is the same. VDP answers this challenge with highly targeted, relevant Direct Mail pieces that can get a much higher response than static mail.
Higher ROI.
Return On Investment is the most important measurement in analyzing results of Direct Marketing efforts. The ROI on VDP is much higher than static Direct Mail.
Lower Cost Per Response.
VDP is more efficient than Static Direct Mail. VDP technology can create offers for the people most likely to respond and make an offer that’s sure to get their attention.
Build Loyalty. When you consider that VDP is really a tool that helps you manage the relationship you have with your customers, you can see how it builds loyalty and creates an opportunity for a better customer experience. |
I don’t have much information in my database. How can I use VDP?
First of all, you probably have more information than you think. But, the following is a list of information that might be important for you to have depending on what kind of business you are in. Whatever information you have, Baber can help you create a highly effective Direct Marketing Campaign:
• Age categories (20-30, 30-40, etc.)
• Gender
• Purchase history:
What they purchased last
How much they spent
Frequency of purchases
• Income categories ($40m-$50m, $50m-$75m, $75m-$100m, etc.)
• Home Value
• Age of Home
• Length of Residence
• Presence of Children
• Age of Children
• And much more
We can help you append your list with other databases that have the information you need for an effective Cross-Media campaign.
How can Baber help me take advantage of this new technology?
Almost everything is different when it comes to VDP and PURLs. We can walk you through the maze of creative, copy, offers, packages, pictures and all the elements that make for a successful Cross-Media campaign. And, one of the most important services we offer is to help you understand the results of every campaign and know what to do next.
What’s the difference between Digital Printing and Variable Data Printing?
Think of it this way. VDP is a strategy for communicating with your clients and prospects more effectively and Digital Printing is the method by which it is produced. Among other applications, digital printing is used for short run printing. All VDP is digital printing but not all digital printing is VDP. |
