Marketing experts know that the more targeted the marketing effort, the more cost efficient. The ability to use information we know about a prospect or customer helps us to target our message specifically for them – almost like talking to a friend about a common interest.
Variable data printing offers the opportunity to target prospects and customers more effectively by using information you know about them to personalize your direct mail or other marketing materials. It can be as simple as personalizing a piece with a name. But it can be as “variable” as the data you have or can purchase about someone. Maybe you run a clothing boutique and have past purchase information. You might send a direct mail offering specific accessories based on past purchase behavior.
The process is straightforward. Variable data printing uses the information from a database to customize printed pieces based on the information associated with each individual in the file. The more information you have, the more personalized – and effective – your message can be.
Interested in a variable data campaign? Talk to the experts at Marshall & Bruce.
March 29th, 2012 | Posted in General