Variable Data Publishing
Long gone are the days of mass-produced mailers stuffed with canned, generic messages. Today’s real-time, precisely-targeted consumer demands greater customisation and more insight into the brands they love, as well as brands they’ll love discovering.
Variable data publishing makes that possible. Much more than just a typical “mail merge”, variable data allows for precise layering of customised text and/or images, letting companies target prospects and communicate with their customers like never before. Using a process known as ‘versioning’, IQ Mail can completely customise the document to create a unique, dynamic and relevant communication or marketing tool. The return on investment can be as high as 15 times the typical response rate for non-customised mailings.
Going Beyond the Name
You’ve no doubt received Direct Mail featuring your name printed throughout the piece. Several years ago, this was the pinnacle of customisable printing technology. Today, however, there are a wide variety of personalised angles to employ in order to make your message connect with customers in a way that emphasizes and embraces their values.
Rather than the printed piece becoming the focal point of the campaign, as it was in the past, variable data publishing makes the customer the centrepiece. In this case, customer insights create a vital foundation for effective variable data printed communications. Once the data intelligence is applied, variable data applications become viewed as a relevant announcement in the customer’s mind, rather than a communication of ‘low importance’ that fails to connect.
What Kinds of Data Can Be Used?
There’s no limit on the type of data that can be used to drive a variable data publishing campaign. Everything from gender and age, to marital status, number of children, and even purchasing history can be leveraged in crafting a message that speaks to them. Campaigns can differ depending on crucial factors such as the customer’s household income and geographic profile, for example.
Much More than Mail
Another key benefit of variable data publishing is that it can carry well beyond the printed page. By extending the campaign to digital channels such as web, mobile and email we can deliver targeted, consistent and dynamic messages that can greatly increase the chances of a successful conversion.
Ready to learn more about how your company can use variable data publishing to the fullest? Contact IQ Mail, today to learn more and get a free, no obligation quote for your next project.
Full Colour, High Speed Variable Printing
Turn essential mailings into innovative marketing documents that get noticed and get results. Using our new duplex Truepress 520, IQ Mail has the ability to not only personalise a mailer in full colour but also uniquely customise each printed piece. Increase response rates, strengthen customer loyalty, improve brand awareness and gain greater outreach potential.
– One to One Communications
– Loyalty & Rewards Programs
– Annual Reports & Policy Documents
– Share Prospectuses & Shareholder Documents
– Lead Generators
– Travel Related Documents
– Rates Notices & Utility Notices
– Academic Documents
– Personalised Book Publishing
– Customer Welcome Packs & Surveys