Categories: Direct Mail Production
The simple answer is that you won’t know until you try. The good news is that an experienced production partner can help you figure it out before you jump in.
In short, though - as with all direct mail efforts - variable data printing (VDP) will be judged on return on investment, not on cost alone. Yes, VDP can cost more initially, but the results often lower the cost-per-lead and increase profits.
Case in Point: Big Dees, an online retailer serving equine and canine customers, decided on a simple, oversized, variable data printed postcard for its direct mail campaign. The company was thrilled – and a little surprised – when, after just one mailing, the postcard produced $40,000 in additional sales.
The secret, of course, was a data-driven, highly appealing offer. Based on past-purchase history, the postcard photos matched each respondent up with products they were likely to buy.
- The front of the postcard featured six products and their prices, while the back of the card showed three more related products along with a special offer for placing another order.
- To receive the discount offered, the postcard provided a promo code that allowed the vendor to track offers resulting directly from these cards.
Tactics like these make all the difference, so when budgeting for VDP, get some expert help with cost estimation. Contact your direct mail provider or email us at email@example.com.