Engage with Direct Mail
First question, what’s more engaging, a piece of generic mail sent to a long list of customers or one that has a tailored message to each customer? By adding a name to a piece of direct mail or a fully designed box it adds a touch of personalisation, which increases how well it resonates with the audience.
But how is this possible if I want to target a large audience? This is where the power of variable data printing (VDP) comes in making it the perfect tool for direct marketing, advertising, invoicing and simply applying address labels. I’m sure by now we’ve all received a personalised printed piece of marketing like a postcard or letter. Let’s look more at what goes into this process.
How does it work?
Personalised print would have been created using VDP software, a time saving custom process. It’s 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. For example, a set of personalized letters, each with the same basic layout, can be printed with a different name and address on each letter.
The great thing about VDP is you can choose how much data you use, it’s a case of filling in the blanks depending on how much data you hold on a customer. For example you can tailor a voucher based on their purchase history so they receive a custom discount, hitting the right variables for that customer meaning less ‘junk mail’. This can revolutionise your marketing campaigns giving you a better return on your investment.
Latest trend in packaging – Personalised print
Variable data printing is the latest trend of personalised packaging for item like onboarding packs, work from home kits, wellbeing kits or virtual event kits. Imagine sending a kit with a personalised name and message fully branded, that is most certainly going to get some attention.
Businesses are following this popular trend when sending items to their workforces and customers alike. Creating tangible engagement with memorable mail!
Here at The Packaing Experts, we have helped clients with personalised print projects in retail and event environments. At a customer’s on-site event, we personalised Lego Stigs Men for Exertis at an event held at Silverstone to show their delegates how powerful variable data printing can be! Everyone walked away with their very own reminder of this as their names were printed to the back of the Lego men onsite in a live demo.
For a big household name Kinder, we were responsible for the personalisation of packaging for Christmas Eggs which were branded on the Christmas floor in John Lewis’ flag ship Oxford street store!
We have also produced personalised themed invitations for sales kick-offs, tickets, Christmas gifts and course material the list goes on.
The Packaging Experts would love to find out what your business has planned and how VDP can help you. Contact our team today to discuss the possibilities with personalised print and print on demand!