Get Me Started!

Alright, we know variable data can improve response rates, but where do I start? First, we have to answer some key questions:

What do you have for a database?
How much variable content can be used?
How do I make my data better?

The biggest mistake I see in variable data is the dead battery syndrome. Everyone wants to do it, but doesn’t know how to get started. Let’s assume that the only information you have is your customer list. Generally customer lists are simple contact name, business name, address, phone number, so your initial move into variable data will generally be a simple use of either the business or contact name. The key is to get started and strive for constant improvement of the database. As the database improves, the variable data campaign improves, the response rate improves, the ease of executing the variable data improves, but improvement cannot begin until you get the engine running.

Now it’s time to use a little imagination as I take you through a possible variable data campaign. Imaging you are XYZ software and you are selling licenses to your latest release of your 123 software package. Unfortunately you only have the minimal data described above, so we can’t get too fancy. A postcard is designed for an upcoming mailing with a movie theater setting and the seat would have your customer’s name printed on the seat. A tagline could be added such as: John Doe, please contact us to reserve your seat for our newest release. Although this card is very generic it will provide a call to action, a personal message with your name on the movie theater seat, as well as details of the 123 software and mailing information on the reverse side of the card. From this initial mailing the goal is to not only see responses start to improve, but to gain valuable information on your clients. Eventually, you will be able to know exactly which of your products each client is interested in, their annual spend, when they last upgraded, expiration of service agreement, e-mail address and tailor individual offers to each client.

Velocity Print Solutions can help get you started and more. A postcard mailing always seems a good starting point, but how do you reach the group that doesn’t read what’s in the mailbox. There are multiple ways to get responses and direct mail is very successful, but can be costly. Some of the new ways include e-mails, Purls (personalized websites), and everything can be tracked via a slick dashboard giving you real-time results.