Increase Direct Mail Response Rate with Variable Data

If you are reading this article, you likely want to find new ways to increase your direct mail response rates. One of the most effective ways to connect with your audience is with Variable Data Printing (VDP). Mailboxes at home and work are filled with direct mail marketing pieces which is why you need to add a personal touch to your message to grow your response rates.

In this article, we share some of the benefits of variable data options available for your direct mail campaigns. These print options are guaranteed to increase your response rates in an immediate fashion.

How Can Variable Data Increase Direct Response?

The primary goal of variable data in direct mail is to personalize the direct mail piece so the recipient is more likely to read and connect with the content as well as take the desired action. Here are some of the ways this print technique has been proven to produce direct mail success:

Variable Data Example 1 – Personalize the Copy

Be sure and personalize the copy by including the first and last name of the receipt (or just the first name). You can also show that you value them as a customer by including references to their personal life such as their marital status, children in the household, and any interests of the recipient related to your message. 

Variable Data Example 2 – Personalize the URL

The act of personalizing the URL, such as Including the name of the recipient in the URL, can compel the person to pay greater attention to the piece as it feels more tailored and specific to them. Plus, including their name makes the URL easier to remember when they are typing in the web address on their phone or computer.

Variable Data Example 3 – Use Custom Images

The inclusion of images that are relevant to the recipient and their interests makes them take notice. The images can also be related to the area where they live or other personalized characteristics. Custom images allow you to more easily grab their attention and compel the customer to take a desired action.

Variable Data Example 4 – Personalize the Offer

The offer that you are including in your direct mail piece can be personalized based on their past purchase history or the items they added to their cart recently. If you show a person you are paying attention to their past purchases or their desired items, this will increase your response rate tremendously.

Direct mail campaigns have greatly evolved over the years due to advances in technology and research conducted on the topic. It has been shown many times that personalized messages significantly increase response rates and also convert at a higher rate. Thus, it makes sense to include variable data printing in your direct mail campaigns since it is completely based on attributes customized to the recipient.

Now that we have shared some easy and effective ways to increase your direct mail response rates through the use of variable data, we would like to know successful results you have seen with your company.  Are there other variable data factors or elements that have increased your response rates on the campaigns you’ve done?  If so, we’d love to hear it!

On the other hand, if you need someone to help you increase your direct mail responses, we are the perfect partner for you.

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