Wednesday, April 8, 2009
Data is KING!
Results show that variable data print (VDP) greatly improves response rates. The tools of VDP and one-to-one marketing are becoming an essential part of the print and marketing industries. The ultimate goal of this new technology is providing the right information to the right customer at the most relevant time. Typical response rates for static communication (traditional print) range from .5%-2%. Overall, this can be an extremely disappointing rate. With VDP and one-to-one marketing, businesses have the advantage of generating a much higher response rate, typically ranging from 10%-15%. None of this can be achieved without data. Generally variable campaigns start slow, with the minimal personalization being a name, but with the correct call to action and data collection you can build a robust database capable of screaming your message. Velocity Print Solutions has helped many clients get started into variable data print and we have the expertise to help you get results from your marketing initiatives.
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Yes, data is king when it comes to a well planned personalized mailing campaign or for that matter, any direct mail campaign. The preparation for a well throughout campaign starts with the data, if you do not hit the right audience then even the best message or call to action will fail. As we have experienced with our own CRM system the constant updating and massage of your own data is a never ending and laborious task. So when purchasing data you want to be sure the company you work with has a very frequent and through updating process. For example, some of the major list providers run millions of updates on their data every night. Our experience shows that you pay for what you get with data, the free or low cost lists are just that and can be full of out of date information.
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