20 Jul 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.
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.