The Fall Season is Here…Let’s Think Variable

Living in the Northeast, I am lucky enough to get the full effects of all four seasons. The first snowfall is always beautiful. Spring brings the flowers and a welcome relief from Winter, Summer is all about the warmth and barbeques, and Fall brings the incredible foliage. The variable leaves make fall interesting and leaves that for most of the year are taken for granted are now the center of attention (with their brilliant gold, reds and yellows). With variable printing you can make your normally mundane mailings scream for attention. Many of us receive postcards daily and often don’t give them more than a glance before deciding whether or not to read on or toss in the recycling bin. If the postcard is screaming for attention and talking directly to your audience it deserves attention just like the fall foliage.

Velocity recently did a variable mailing with over a 400% increase in response rates over a previous static mailing. We are experts in variable and know about all aspects of the process including: design, database and the offer. All three are key components to the success of a campaign and need to be analyzed carefully. Simply putting someone’s name on a postcard is only a small step towards running a successful variable campaign.