Direct mail targeting has come a long way since the sixties. Brands have become so good at targeting their messages that we’ve come to expect a certain level of personalization and are disappointed when our expectations aren’t met. In order for brands to create this level of personal connection, they’re relying on complex segmenting approaches such as variable data printing.

What Is Variable Data Printing?

Variable data printing is a form of digital print production that allows for pinpoint customization. Instead of sending say, 10,000 identical direct mail pieces to customers, marketers can use variable data printing to create10,000 customized pieces in the same amount of time. Sending customized direct mail to each recipient raises conversion rates.

At Post Press Specialties we know how effective variable data printing can be. Using our state-of-the-art data aggregation processing systems, we can help you tailor a unique message for each member of your database. This goes far beyond simply printing unique address labels. Depending on how many data points you have, direct mail pieces can be fully customized for each prospect. For example, a university can target high school students and include references to their current high school, their fields of interest and even the clubs and associations they belong to. Images can be seamlessly altered and reflect particular points of interests to the recipient.

The Benefits of Variable Data Printing

Marketers are utilizing variable printing technology more than ever before. It’s easy to understand why when you consider the benefits:

Leveraging Data: why collect customer data if you aren’t going to use it? Variable data printing makes the most of reporting software, redemption rates, and other analytics by using that information to create tailored campaigns with greater impact and engagement.

Endless Customization: variable data printing goes beyond marketing segmentation to create hundreds or thousands of completely unique pieces for a single campaign.

Quick Turnaround: variable data printing doesn’t require each variation to be ordered, printed, and shipped separately. Instead, thousands of unique printed pieces are executed at mass production rates, making personalized marketing not just simple, but fast! Be assured that Post Press Specialties can meet your deadline.

Increased ROI: PODi and DMA data report that while response rates for non-personalized mail pieces average 2%, personalized pieces have a response rates of 6%—an increase of 300%!

Does it work?

1. The vast majority of shoppers (86%) say that personalized marketing impacts their likelihood of making a purchase.
2. 94% of marketing professionals across industries said personalization is “important,” “very important,” or “extremely important” for meeting current marketing objectives.
3. Nearly a third of shoppers (31%) wish their shopping experience was more personalized.
4. 67% of shoppers who’ve experienced personalized marketing are highly in favor of personalized offers based on past experiences.
5. 96% of retailers believe that personalization influences what consumers buy.
6. Only 39% of retailers currently send personalized product recommendations via email.
7. Most brands claim that personalization is a part of their current marketing strategy, with 85% agreeing that their efforts are based on broad segmentation.
8. Though personalized messages deliver six times higher transaction rates, only 30% of brands are sending them.
9. 60% of marketers say they struggle to personalize content in real time, though 77% believe real-time personalization is crucial to marketing efforts.
10. 73% of consumers prefer to purchase from brands that use personal information to create more relevant shopping experiences.
11. 45% of online shoppers are more likely to patronize sites that make personalized recommendations.
12. 40% of consumers buy more from retailers who personalize their shopping experience across all marketing channels.

The data tells a clear story: when it comes to direct mail marketing, it pays to personalize. Raise engagement rates and boost ROI by making variable data printing a central part of your marketing strategy. Not sure where to start? Post Press Specialties is happy to help! Call us today at 816-257-1919.

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Here are 13 effects and popular finishes that Post Press Specialties can help you with:

Gloss UV

Gloss UV coating provides a clear coating with a high gloss. Not only does gloss UV coating look great, it can help protect your piece..

UV coatings are a liquid-based, protectant coating that is applied and instantly cured with UV drying lamps. Compared to aqueous coatings, UV coatings provide an extreme-glossy finish and can deliver an abrasion- and rub-resistant performance.

Raised uv

A great way to add a tactile or more dramatic effect is by using a raised UV coating effect. Adding more coating volume brings more added dimension that can accentuate the art or graphic, as well as invite the consumer to engage and touch.

Pearlescent coating

If a luxurious shimmer appearance is what you’re looking for, then a pearlescent coating is the way to go. Pearlescent coatings can be either aqueous or UV-based. For UV-based coatings, a specific quantity of pearl additive is mixed with a gloss UV coating. Depending on the variation and size of the micron particle, the pearlescent coating can have a more dramatic or subtle effect. The AQ-based version of this coating is similar but is mixed with a gloss AQ coating and pearl additive.

Varnishes

Varnishes serve many purposes included being used as a protectant to the sheet and, in the case of a dull varnish, can be used to create great contrast (step-off) against a higher gloss.

Like coatings, varnishes can be applied to very specific areas (spot varnish) or can be applied to a large print area or the entire press sheet (flood varnish).

Grit

This coating is known for their coarse and rugged tactile effect. Although it is softer than a sheet of sandpaper, the reputation of this coating is the grittiest when it comes to tactile coating effects. The grip of the coating is useful as a non-slip surface and works well in applications for multi-use packaging.

Sandpaper

Sandpaper coatings are more subtle than grit coatings and provide only a slightly rough texture. The coating is similar to some unglazed clay work and gives plastics and paper products a slightly edgy feel.

In both coating applications, you can control the amount of texture that is applied on the sheet by the size of the billion cubic micron (BCM) rollers. The smaller the BCM rating of the coating roller, the lesser the amount of coating it can carry and be applied to the sheet and vice-versa for higher BCM’s.

Both grit and sandpaper can be used on a variety of substrates that allow for a stimulating tactile experience.

Embossing/debossing

Historically used to make a statement, embossing continues to be an assertion of elegance and luxury. Raising and depressing aspects of your packaging gives your customers a tactile experience. Use a contrasting material in your design to differentiate the surface of your material or bring a character to life

Hot foil

This effect is accomplished with a foil stamping machine that uses a metal plate that has been engraved with an image of the desired design required for the particular application. As the plate strikes a roll of foil film, it causes the foil to adhere to the plate. The metal plate then strikes the substrate that is to be imprinted and transfers the foil onto the area of the document requiring the metallic effect. The result is a document that has a highly reflective image with a bright and dense metallic appearance.

Metallic foil

Adding a metallic foil to your design provides variation in texture while starkly highlighting certain brand or graphical elements. Try combining foil with embossing or debossing to add depth to the product. The image on the right is an excellent example of a successful execution of an aggressive and impressive deboss with the use of metallic hot foil stamp. Observing closely, the real craftsmanship came with the ability to hold the adhesion of the hot foil stamp in the very fine areas of the snow flake, especially as a deboss was done as well.

Holographic foils

Using a holographic foil or rainbow foils gives the package or piece the ability to change color combinations when viewed at different angles. This is a great way to add a pop of color to solid packages. Holographic foils provide a fun and sophisticated flair to product packaging.

Clear foils

Having clear foils provide high reflectivity, yet allow the printed image to be seen underneath. This is particularly useful for foods, beverages, consumable products and health and beauty offerings. It can also be used to give customers a preview of a new product.

Micro-etching on foils

Foils used for security purposes may include geometrical shapes, patterns and even brand logos that shift as the viewer changes focus. Take advantage of the mesmerizing effect by using it in a solid block rather than a border or small stamp.

For security measures, a foil with micro-etching can help prevent counterfeiting of items such as high-value coupons (shown above) that could easily be duplicated, causing retailers major losses as manufacturers will not recompense fraudulent coupons.

Perfect for small or large accents, foil is a beautiful finish to catch customers’ eyes.

Die-cutting

Die-cutting, a post-press finish, allows packaging and print pieces to have unique cutouts that can vary from simple to extremely complex. From shapes to letters, die cutting draws attention to the dimensional nature of the piece and the character of the substrate itself.

We’ve been helping the commercial printing industry “finish strong” for over 25 years. Give Post Press Specialties a call at 816-257-1919 and we’ll be happy to talk to you about your next project.

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We are proud to announce that we’ve received The Manufacturer of the Year Award from the Independence Council for Economic Development. This honor celebrates the successes of manufacturers in Independence, Missouri. Post Press Specialties has been recognized for our innovations, philanthropy, technological advances and commitment to customer satisfaction.

Post Press Specialties has a reputation for being a cutting-edge, market-leading manufacturing company that delivers state-of-the-art print finishing services which positively impact the lives of their customers. Post Press Specialties’ impeccable knowledge of the marketplace and their dedication to the commercial printing industry were key factors in the Independence Chamber of Commerce’s decision.

We couldn’t be happier to be a part of the thriving Independence community.

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