For the second part of our direct mail blog series, we'll introduce you to Variable Data Print (VDP). I recently attended a webinar about various types of direct mail and the two that stood out as the most effective were EDDM and VDP (read our post about EDDM here). And it's all in the facts - 6.5 out of 10 people who receive a direct mail piece either make a purchase or engage with the business in some way; 34% of new customers do business with a company they receive direct mail from (25% for email and 10% searching online).
Your goal with any marketing campaign is to get customers through your door and make a purchase. Personalizing your message by leveraging data creates a one-to-one communication (or as close to that as possible) and is extremely effective in getting people to pay attention. What if you received a postcard in the mail with your name on it and a photo of a product you were specifically interested in? All of this is possible with variable data print and the payoff is impressive. Where static mail pieces may only get a response rate of 1-4%, personalized pieces often see double-digit responses—sometimes exceeding 30%.
The most important thing to remember when sending out a direct mailing is to have a very specific purpose and a call-to-action. Targeting specific audiences (whether it’s EDDM or VDP) and driving them to a specific action (going to your website, picking up the phone to call you or stopping by your place of business) are key in keeping your campaign cost effective and yielding the best return on investment.
Is direct mail in your business marketing plan? If not, why? Call us here at Pro Printing and Graphics to talk about the best direct mail option for your business! 308-532-1111