Using personalised print to increase customer engagement

Variable Data Printing

Using personalised print to increase customer engagement

Direct mail has long been an essential tool for brand building and promotions – a staggering 70% of people welcome mail that rewards their loyalty, with 48% of the UK population having responded to a direct mail piece they received in the past year.


Welcome mail that rewards their loyalty0%

Responded to a direct mail piece they received in the past year0%


Variable data printing (VDP), also known as personalisation, enables each printed item to be highly personalised and targeted to individuals – with increased response rate and relevance.


On average personalised direct mail campaigns are shown to out perform non-personalised campaigns between 3 to 10 times.


Personalisation can include (and is no means limited to): text, images, charts, logos, voucher codes, urls etc. The applications for personalalisation are virtually endless. Brochures, event materials, marketing communications and mail shots – it is no longer limited to just direct mail.


How can you use personalisation?

  • Use your customer or targeted prospect data to include names and/or company names.
  • Adding personalized URLs to measure response rates and capture data.
  • Promotional offers based on past purchases or customer profile.
  • Vary data based on your customers, age, gender, interests, location etc.


Examples of successful personalisation 

  • Event material, name badges, event packs, brochures
  • Invitations and delegate materials
  • Service renewal letters – e.g. car, home or pet insurance
  • product brochures – personalise name, gender, age or location.


Used in conjunction with an integrated marketing campaign or simply as a means to personalise invites, event materials or brochures, it is no wonder personalisation is a firm favourite with marketeers.

Source: DMS, MarketReach

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