Here at Presort Inc., the term “junk mail” is a pretty sensitive subject to us. Anything considered “junk” is something that has little value or something people waste their money on, and when that term is applied to direct mail, nothing could be further from the truth. Today’s direct mail is something that is highly customized. Instead of a shotgun blast of postcards sent to anyone with a mailbox, the modern way to run a direct mail campaign is to laser-focus specific messages to specific mailboxes. The key to accurately getting your marketing materials in front of the right eyes is variable data printing (VDP). Our VDP technology allows us to print as many or as few pieces of mail as your campaign needs.
The blog will take a look at variable information printing methods and the benefits they bring to your next direct mail campaign.
While our printing methods are state-of-the-art, and we treat each printing job with the utmost care, our processes really benefit from the amount of personalization and customization we can apply to each job. We use software to change the output of a digital printing press to customize each piece with unique information from a spreadsheet or database.
This technology isn’t anything new. Variable information printing has been used for decades to send to different addresses. The technology these days is so advanced; we have the ability to customize the graphics and content of any printing order without slowing down or stopping the print process. This means we can personalize pretty much any aspect of your direct mail piece.
The roots of direct mail lie in customized and personal messages. While changing names and addresses is easy, today’s VDP technology can change colors, images, artwork, and text exactly the way you want it. How can Presort do this?
Personalized images: While a photo of the recipient is pushing the limits of good taste, VDP can personalize the image to the demographic you are trying to reach. For example, if you want to connect with pet owners, pet imagery will work best. Photos are what consumers notice first, and they go a long way to making that personalized connection that grabs their attention.
Specialized offers – VDP can send personalized offers to long-time customers or to consumers you served in the past and want to come back. These offers can be based on their actual purchase history. For example, the customer can be reminded about an oil change that is coming up for their vehicle or a sale on an upgraded version of an appliance they previously purchased.
Healthcare Statement Printing – Medical correspondence can convey personalized information, but this also means they pose a HIPAA security risk. Presort Inc. is fully HIPAA compliant in regards to statement printing, and we understand the need to protect identifiable information while still allowing healthcare providers the flexibility they need to print and distribute hundreds or thousands of important letters..
Personalized URLs – PURLs are specialized QR codes that will send a consumer to a customized landing page that was created with their specific interests in mind. This method is a great way to increase response rates as well as gather data on specific consumers by tracking their online interactions.
Hyper-personalization has been key to digital marketing strategies over the last few years. AT Presort Inc.,m we understand that the main ingredients to this trend underline the direction that digital and direct mail marketing has gone. The more data that can be collected, the easier it is to accomplish three key factors:
Engagement – Data is personal, which means it can be used to create marketing pieces that mean something to consumers.
Relevance – Engaged customers are ones that receive a relevant message. Marketers can use this data to pinpoint a consumer’s needs.
Trust – Customers are going to choose to buy from a name they know. Personalized messaging is key to creating the kind of content that speaks directly to what customers want.
Presort Inc. has been St Louis’ premier direct mail marketing, printing, and metered mail sorting provider for decades. Call us today and discover how we can use personalized VDP technology to supercharge your marketing campaigns.