How To Convert Prospects Into Customers with Variable Print On Demand Marketing

by Tim English - VP Superior Business Solutions on June 24, 2014

Personalize Your Marketing to Convert Prospects

Personalize Your Marketing to Convert ProspectsDirect Mail is one of the most powerful and cost effective ways to generate business leads. Surveys show that personalized communications dramatically increase response rates. Variable-data printing is a form of on-demand printing in which elements such as text, graphics, and images can be changed from one printed piece to another without stopping or slowing down the printing process. This gives you the ability to personalize your direct mail, business forms and documents and convert prospects with on demand marketing.

Consider this example of variable-data printing: a set of personalized letters — each with the same basic layout — can be printed with a different name and address on each to reach those individuals of your target audience personally.

The technique grew out of digital printing, which harnesses computer databases and digital print devices to create high-quality, full color documents with a look and feel comparable to conventional offset printing.

Variable printing gives you the ability to customize documents on a massive scale with this digital print technology. This is different than just mass-producing a single document with the same, impersonalized message and salutation. Just imaging, instead of producing 1,000 copies of a single document and delivering that message to 1,000 customers, variable data printing can print 1,000 unique documents with customized messages for each of your customers.

Three Main Levels of Variable Printing

  •  The most basic involves changing the name, salutation, or address on each individualized copy.
  •  A more complicated variable data printing method is called ‘versioning’, which uses different amounts of customization. Text and images can be changed as well as groups of addresses based on the recipient market or group.
  •  The third is full variability printing. The text and images can be altered for each individual address.

All three types of variable data printing begin with a basic design that indicates which sections are supposed to be altered and a database of information that fills in the changeable fields during printing.

Convert Your Prospects with Variable Print Marketing

The variable printing technique presents a very effective tool for increasing ROI on marketing campaigns. Imagine how your company can make use of personalized elements with variable printing to reach your audience successfully. There are plenty of opportunities!

To get more information on how variable print marketing can help you convert your prospects into customers, visit HERE.

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