Variable Data Printing (VDP)-- Does it Make a Difference?

Question

Some sites allow you to do variable data printing- for example: in each post card you can have a different name and property address-- i.e. click2mail and purepostcards.com allow you to do this...

Some sites don't allow you to do it-- like vistaprint...

I'm wondering if you guys send your postcards with variable data in the text, or if you send out postcards with static text.

Like to get experiences and if doing the variable text is worth it...

Jon

Jessica Breed · Answer

I do marketing as my "real" job and love variable printing.  I use it all of the time.  I have done a lot of direct mailers in the past.  As everyone said above, personalization and things like live stamps typically lift your response rates.

If there is an added cost to the personalization, you can try a test where half the people get the regular and half get the personalized card to see if the additional response justifies the incremental cost.

Danny Johnson · Answer

Andrew, the same logic can be applied to postcards.  The prospect will feel like the post card did not go out to thousands of other people.

I guess we could nit pick everything, but the most important thing is the message and who it is being sent to.  The list is head and shoulders above every other factor.  If you have a lousy list, you will have lousy response.  Message to market match.

Just get a great list and mail away.  Don't worry so much about getting every little thing that might increase response.

Happy mailing.

Andrew R · Answer

Now danny, I've heard to post live stamps on envelopes increases response rates since it feels like a geniune letter, for a postcard well people know your selling something already and a postcard doesn't need to be opened so I'm not sure about actual stamps on them.

My directmailer I believe does charge more for VDP ( but they also supply Personalized URL's so I can track who actually went online and who didn't etc.)

Danny Johnson · Answer

Does it cost extra?  I didn't think it did, at least not with click2mail.  I would use it for sure if it does not cost extra as personalization can increase response.

Actually putting live stamps on the postcards also increases the response.

Andrew R · Answer

Johnathon, Personally I have not used VDP but I'm also interested in it as well.

I do think though that it would generate more interest from the prospect but at the same time how much more leads would you generate and is the ROI worth it?