Variable Data Printing (VDP) allows companies to customize their direct mail marketing campaigns in order to provide custom content to individuals. VDP lets you change text, graphics, and images. This means you can create fully optimized direct mail campaigns that appeal to each specific person who is seeing your direct mail piece.

Without customized marketing materials, it can be difficult to stand out. Personalized communication can help increase readership, a response, and return on investment.

When doing a VDP direct mail marketing campaign, it is important to test the campaign against traditional static campaigns to ensure that the VDP campaign is actually optimized for the audience receiving the mailing pieces.

According to a recent test conducted by DMNews, a state tourism office showed that a relevant personalized mailing generated a 24% improvement in the response rate over a traditional generic piece. Also, the tourism office projected that the personalized mailing also generated 23.4% more revenue from state visitors than the control generic group.

Creating one-on-one content can help generate a much better response. The messages are more effective because you are providing people with relevant information makes them more interested in what your company can offer. Establish a very specific target audience for your VDP direct mail campaign, determine exactly what information you want to track and what goals you have, and use PURLs (personalized URLs) to collect information for your leads in order to have a successful campaign.

In addition to direct mail marketing, OneIMS provides many print marketing solutions and online marketing services. Contact us today at 1-888-ONE-IMS-1 or email us at sales@oneims.com.

OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated marketing solutions such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom Landing Pages and triggered emails.