Variable Data Printing (VDP) is one of the most powerful innovations in modern print marketing. It allows businesses to create mailers that are highly targeted, specific, and personalized for each recipient.
By collecting customer data, such as age, gender, occupation, and interests, your business can use VDP to send print ads that speak directly to each person. Before VDP existed, printing large volumes of personalized mailers was expensive and inefficient. Today, it’s fast, affordable, and easy to modify both text and graphics using variable data.
Do people actually care if their mail feels personal? Absolutely. According to data from PODi (a group of digital print marketing experts), personalized print marketing can boost response rates by up to 300% compared to non-personalized mail.
Case Studies
Real-world results show how effective VDP can be.
The University of New Hampshire ran a campaign to engage alumni using personalized postcards. Each piece featured tailored graphics and copy based on the graduate’s major and class year. The result? An 8.5% response rate and a 70.5% survey completion rate.
In another example, a Chick-fil-A franchise used personalized plastic postcards, custom URLs, and viral promotion through social media, email, and text. They mailed 5,048 postcards and drove more than 14,000 website visits through social sharing.
The takeaway: personalization works. When people feel a message was made for them, it resonates and that connection drives results.
How We Personalize
At Plum, we use Variable Data Printing to make every campaign more relevant.
If a mailer includes people in its design, we replace the photos with images that reflect the recipient’s gender, age group, and ethnicity. We also personalize the copy to include the recipient’s name and tailor the message to their occupation, purchase history, or other data points.
These details make a difference. Our consistently high response rates prove how powerful VDP can be when used strategically.
How You Can Benefit
Want to boost your next campaign? Talk to your Plum marketing advisor. We’ll help you design a VDP strategy that increases engagement and ROI.
Call 1-800-992-9663 today to take advantage of the latest technology in direct mail marketing.
