During the 2012 presidential campaign, both major political parties spent more on Direct Mail than any other form of advertising except broadcast television. Are you surprised that more was invested in old fashioned snail mail than internet or mobile outreach? It is because the campaigns know that Direct Mail works. Direct Mail with variable data works even better. And to the surprise of many it works more effectively than most email marketing efforts. The reason why says a lot about both the nature of email/web ads and the benefits of smart direct mail print marketing.
Many people’s first impression of “blast” email marketing was that it would save print production costs and revolutionize campaign strategy. What prevented that sea-change however is basic human nature. Most people ignore – even sometimes resent – unsolicited email messages, and easily overlook banner ads or website advertising, especially if it is not accurately customized to their personal interests.
Direct mail has long been a staple in reaching a target audience and producing results. Personalizing the message on direct mail through variable data printing (VDP) can increase ROI even more – anywhere from double the normal return to 10-to-15 times! And the best part is that it works even better when you get creative with the possibilities – use VDP in a way that is unique to your clientele and needs.
Think of VDP as much more than just someone’s first name on the front of the card. For example: if you own a pizza place, you could collect personalized data from customers in house with a survey card – then mail each customer a coupon for the specific pizza they said they enjoyed most, vastly increasing the likelihood of their return over just a generic coupon that goes out to all customers. In this way you begin to profile your customers buying habits, and can target your marketing efforts in a much more effective, powerful way.