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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• 41.5% of direct mail recipients either read or scan the mail they get.
• Direct mail requires 24% less cognitive effort to process than email.
• Direct mail recipients purchase 27% more items and spend 31% more money than people who don’t get that same piece of direct mail.
• Direct mail offers a 31% return on investment.
• 74.2% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

Not to mention (which we will):

• 41% of Americans of all ages look forward to checking their mail each day.
• 58% of the mail American households receive is marketing mail.
• Oversized envelopes have the highest response rate: 5%
• 59% of US respondents say they enjoy getting mail from brands about new products.

And most importantly:

• 44.2% of direct mail recipients either read or scan the mail they get.
• Advertising mail is kept in a household for 16 days on average.
• 63% of catalog recipients visit the website of the company that mailed them the catalog.
• Direct mail recipients purchased 28% more items and spent 29% more money than people who didn’t get that piece of direct mail.
• 77% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

and let’s repeat:

• Direct mail offers a 31% return on investment.

Some studies have shown that direct mail ROI can increase up to 30% by using print enhancements like the ones Post Press Specialties has been providing commercial printers for over 25 years.

Give us a call at 816-257-1919 and we’ll be happy to discuss how we can make your next direct mail project a success.

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As a Bulk Mailing Agent, Post Press Specialties makes sending out your mail piece easy. We’ll do all the mail preparation required by the USPS so you don’t have to! We’re excited to offer:

• Mailing List Processing – We’ll take your list and input it into our system for easy processing.
• NCOA and CASS Certification – We’ll clean up bad and identify any potentially undeliverable addresses in your mailing list. No need to spend money mailing to bad addresses.
• Addressing – For just pennies a piece, we can ink-jet the destination address, return address and mailing indicia all at once using our new high-speed addressing machines. We’ve just added a M6 Hawk Variable Ink Jet Printer, the gold standard in the industry.
• Variable data – Customize your mail pieces with personalized greetings, offers or sequential numbering either during or instead of the addressing process.
• Tabbing and gluing – The latest technology makes it easier than ever to tab or seal folded brochure mailers.
• Camera Systems – Our new LogicTech DVMC System offers seamless read-and-print capability, Ability to read and decode 2D Datamatrix codes, OCR and even complete address blocks. Reading and matching barcodes has never been easier.

Rod Simmons, Mailing Supervisor

As a family-owned business, we know the importance of hiring qualified employees who share our customer-oriented sensibilities and ethics. We’re proud to introduce Rod Simmons as our new Mailing Supervisor. Rod has worked for a diverse range of organizations in the Kansas City area including Strahm Automation, Marketing Technologies and C&S Mailing Resources. Rod’s varied background in mailing, database management and graphic design provide the perfect complement to Post Press Specialties finishing services.

Still have questions on all your mailing options? Give us a call and we would be happy to assist in answering your direct mail questions or help quoting your next project. For over 25 years, Post Press Specialties have been offering state-of-the-art print enhancements to commercial printers throughout the Midwest and beyond. Give one of the largest binderies in the United States a call at 816-257-1919.

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According to a new joint survey conducted by the United States Postal Service and the American Association of Political Consultants, voters under the age of thirty pay closer attention to direct mail, particularly political advertising, than their older counterparts.

With the 2016 presidential campaign in full throttle mode, these results are even more intriguing. Donald Trump and Hillary Clinton are both vying for the twenty percent of the electorate that under-thirty voters represent. It’s possible that in the battleground states of Florida, North Carolina, Colorado, Nevada, Pennsylvania and Ohio, these voters can sway the election.

Findings from the study include:

• Millennials prefer political mail over other forms of political advertising. At least 42 percent of millennials prefer direct mail political ads over online ads, with 38 percent favoring both equally. (Twenty percent prefer online political ads.)
• Millennials are more likely to read, discuss and use political mail. Over twice as many millennials thoroughly read political mail they receive (40 percent compared to 18 percent for non-millennials.) Additionally, they discuss political mail more with others (78 percent compared to 63 percent) and use mail to remind them when to vote.
• Political mail prompts millennials take action. Because of political mail, 66 percent of millennials are likely to research the candidate, with 54 percent visiting the candidate’s website.

The survey can be found at http://www.deliverthewin.com/political-mail-and-millennials/

We’ve been offering creative print enhancement solutions to commercial printers for over two decades. Post Press Specialties, one of the Midwest’s largest bindery can help make your direct mail piece a success. If you’re looking to increase engagement on your next direct mail piece, give Post Press a call at 816-257-1919.

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