It can feel challenging to tackle a marketing campaign; creating impersonal communications that you know will land on the kitchen counter for a few days before a swift trip out to the trash is a thankless job.
There’s no efficient way that you or your company can hand-personalize thousands of marketing pieces. Luckily, variable data printing can make that seemingly insurmountable task a lot easier.
What is Variable Data Printing?
Variable data printing is defined as “a form of digital printing, including on-demand printing, in which elements such as text, graphics, and images may be changed from one printed piece to the next, without stopping or slowing down the printing process and using information from a database or external file.” While traditional printing methods allow organizations to print off thousands of copies of the same document, variable data printing allows an organization to “mass-customize” pieces for optimal targeting with optimal efficiency.
The Benefits of Variable Data Printing
Variable data printing can produce thousands of unique pieces containing different content, images and calls to action for each individual recipient. Variable printing merges traditional and digital marketing efforts to both reach and appeal to a wide variety of consumers, capturing a number of benefits:
Personalization & Customization
In today’s market, personalization is key. Consumers are gradually growing more mistrustful of blanket advertising; not only does it waste resources, but it feels impersonal. In fact, almost 79% of consumers say they are only likely to interact with a brand if it has been personalized to their previous interactions.
Consumers are in search of products and retail decisions that make them feel good; and the best way to get people feeling good is to take an active interest in them. Putting in the time to make sure your customers know they’re valued as individuals can oftentimes mean the difference between a lifelong consumer-retailer partnership and a quick trip to the garbage can.
Everything from text to images and other elements of a document can be tailored to suit specific consumers. Maps to local branches of your offices might vary depending on where a marketing piece is going, or perhaps your call to action may differ depending on the demographics of your customers. Regardless of what it is that variable data printing is changing for you, it’s a safe bet that your customized content will garner you a better response rate than you’ve experienced in the past.
Efficiency
Smart businesses know that sending marketing collateral to thousands of people at random isn’t efficient; it’s costly and leads to poor ROI. Variable data printing gives you to the opportunity to get personal in a fraction of the time and costs. As a bonus, your practices will also be more eco-friendly; offering a quick turnaround to print, which leads to less unused inventory to collect dust in your office.
Ditto has created a streamlined process of being able to sort and merge data, print, and in some cases ship in as quick as a single business day. This allows us to do what we do best while saving you time and money.
Time Sensitivity
Your company has likely experienced delays in sending out marketing collateral due to the limitations of traditional printing. Creating a number of versions for different audiences and manually entering specific information puts more time between you and your customer. With the use of variable printing, elements like text, graphics, and mailing addresses can be changed from one printed piece to the next, without stopping or slowing down the printing process by pulling information from a database or external file.
With the use of Ditto’s Corporate Identity Platform, your vast library of assets remains at the fingertips of your sales and marketing team, offering on demand marketing materials that are consistent to your company’s branding and messaging.
Creating a Streamlined Process Tailored for You
Variable data printing is an indispensable tool to businesses and marketers who are seeking to improve their direct marketing process while fostering relationships with their consumers.
Ditto takes into consideration the success and results of your campaigns from planning through to execution. We are a tightly knit company that prides itself on providing individualized attention to our clients, working an extension of their marketing team to meet their needs, on budget and on time. Contact us today to find out more about how you can catapult your organization towards better business.
