Variable Data Printing (VDP) and Cross-Media Campaigns
With VDP technology, we provide our customers a wide range of applications for combining data and imagery to produce truly unique and compelling personalized messages. Operating on both MAC and PC platforms, images can be used within print, email, web, and other marketing vehicles. From customized billing transactions, to tailored brochures and newsletters or targeted direct mail campaigns, personalized print marketing solutions deliver meaningful and relevant information by tapping into existing customer or acquiring data files from outside sources. Personalized graphic communication, whether online or print, has been proven to increase response rates, shorten response times, and increase the size and frequency of purchases.
Step 1: Attract. Print Personalized URLs on each Direct Mail Piece
Using existing or acquired data, VDP campaigns generate and host personalized URLs for each recipient, and will automate the process of inserting these unique addresses into the mail file for inclusion in each direct mail piece. Since studies have shown that more than 42% of direct mail recipients prefer to respond online, Personalized URLs provide a convenient response option.
Step 2: Interact. Capture visits to the VIP Landing Page
When a targeted recipient visits his personalized URL, he’s visiting a landing page built specifically to support the direct mail piece he holds in his hand. For example, the landing page’s creative matches that of the mail piece. Upon arriving at the pURL, a welcome message thanks the recipient for visiting.
Step 3: React. Generate Leads, Print Reports, & Follow-up
The final component of a VDP campaign is the capturing of all recipient activity for additional follow-up and lead generation – all in real time. Comprehensive reports display campaign response rates, visitor patterns, and detailed lead information allowing you to follow up with sales leads as they come in!
Benefits
- Improve direct mail response rates.
- Provide relevant content in response to preferences.
- Engage responders in more meaningful dialogue.
- Convert responders’ preferences into revenue
