A recent blog post by Xeikon describes different printing processes for direct mail printing. Will you be printing your direct mail offset or is digital direct mail printing a better way to go? The article goes on to explain that in order to find the right printing technology, marketers need to check their project’s numbers and facts like how many prints, deadline, quality and if personalization shall be included.
“However, you’ll need to get even more personal if you want your campaign to really stand out these days. Which you can, thanks to variable data printing.”
More than 90 percent of printers have some form of VDP solution. They are adopting these solutions for good reason: Research shows that personalized direct mail performs better than generic direct mail.
Make Your Investment in VDP Work for You
Even if you don’t have much customer data, you can use your VDP solution to create personalized direct mail campaigns.
Working with locr directly, or with one of our partners, you can use the customer’s address to create a personalized map that details the route a customer would take to get from their home to the location of a business. Adding this personalized element to a direct mail campaign enhances your client’s brand while improving response rates.
While the process of incorporating personalized maps in your mailing is easy, the results of this effort have a big impact, especially in industries where location is a key value proposition, including healthcare, retail and hospitality.
Creating Messages for Many—and for One
Sometimes you don’t even have to decide for one printing process to be most effective. The mix of printing processes gives printers a way to produce highly relevant communications in a cost-effective way.
Gerhard Märtterer, Head of One-to-One-Marketing-Services for the Eversfrank Group, talks about personalization in marketing and how to manage it with the right printing process. An example demonstrates how geomarketing elements by locr are integrated successfully in hybrid marketing.
Märtterer explains:” The borderlines are blurred here: There’s no other way than digital print for “One-to-One”. Looking at “One-to-Few”, it depends on the quantity whether digital print or offset is most suitable.
Hybrid production”, he further notes, “is very interesting because we are able to combine the cost efficiency of classic print methods with the variability of digital print.”
One-to-One and One-to-Many Communications
One of these hybrid examples is a magazine called Auto Bild:
“The content pages of ‘Sport Bild’, ‘Auto Bild’ and ‘Computer Bild’ are printed in classic “One-to-Many”. The four cover pages are digital printed for all subscribers. The address and the postal code are already printed on the cover, so there is no need for an additional address label. But the best thing is that a car manufacturer can place the retailer’s address that is nearest to the subscriber’s address on the cover page and invite the reader for a test drive. In cooperation with locr we even generate maps that show each subscriber the way to the nearest car retailer.”