DesignIsAboutYou.com

Research shows that static mail-piece response rates are about 1-2 percent. Variable Data Publishing (VDP) claims an 8 percent response and higher. Using specific consumer preference data, VDP can be an effective way to produce unique targeted communications that capture attention and inspire a customer to respond.

If you think VDP means a mailing that simply mentions a person’s name, think again. VDP has come a long way since the “Dear [Name]” mail-pieces of the last 20 years. By knowing a little about the consumer’s purchasing history, successful VDP can create customized messaging for print, personalized Web pages, e-mail campaigns and mobile phone offers.

“Anyone can do a mailing with custom labels and addresses,” said Adobe Certified Expert, Kelly McCathran, who spoke at a Webinar sponsored by the Printing Industries of Northern California (PINC).

The key to successful VDP is two-fold. First, you must have a database. The more information you have about your contacts, the more customization can be made to your piece. Data for VDP can be collected from many sources including mailings, business cards and from Web sites and surveys. Once the data is collected, the magic rests in the hands — and mind — of a skilled designer. The unique part is — and this is where design is so important — the personalization has to skillfully and subtly become part of the message.

For example, let’s imagine a company that sells uniforms and has a database that includes the names of high school coaches, their teams colors, demographics about the racial make-up of their school, and other information. The designer of their catalog can utilize this information to automatically swap the photos to include players that fit their racial make-up and all the uniforms would be in the team colors. Perhaps the team name even appears on the uniforms. Finally, a personalized ordering URL is created with the coaches name.

When McCathran describes the effectiveness of VDP, she says it’s like “shooting 1 or 100,00 arrows from a single bow simultaneously and having each one hit its intended, separate target.”

The options for VDP systems range from small copier-like devices to full blown digital presses and the quality of digital equipment is continually improving and the cost is dropping. McCathran points out “More people are going to be making the decision to do shorter runs,” she says adding, “we’re already seeing that now — digital printing with as good quality [as offset] without having to run plates.”

With higher response rates and the ability to target your message to the reader — reducing waste — VDP is a marketing tool that can no longer be ignored.