creative direct mail

September 27, 2010

For Effective Personalized Messaging, Begin With Your Data

By EU Services

With traditional direct marketing, the creative typically drove the data. But the increased use of highly personalized messages has flipped that notion on its head.

Now that direct marketing managers have discovered the power of variable data printing, they’re turning to their databases first to identify information about customers that can be leveraged in a successful VDP campaign.

“The question for direct marketing managers becomes, ‘What can I do with what I have?’” says Forest Wathen, prepress manager at EU Services. “What data can I segment or append to drive the creative content?”

With data in the driver’s seat, it’s imperative that marketing managers uncover every bit of customer/prospect data at their disposal. Customer relationship management files are an obvious place to look, but you may have additional prospect data lurking within your company files. Consider the following less obvious places to dig for the data you need:

  • Event participants: Names and addresses collected from events you’ve hosted. (Tip: Attendance rosters from events hosted by your competitors are equally worthy of your attention.)
  • Website visitors: Your list of registered website users and people who have downloaded white papers, etc.
  • Purchased lists (consult your list broker).
  • List trades: See what you can negotiate with organizations that share similar interests.
  • Phone numbers: Use whatever information gathered by staff and the customer service department. Use reverse phone look-up for name and address information.
  • Online orders and inquiries
  • Names and addresses in trade publications.
  • Industry-related online rosters: Compare them with your own database (where appropriate, ask for permission to use).

in Custom Data Solutions, Direct Mail Production No Comments Tags: , , ,

Article: Seeing Your Customers as Individuals

Seeing your customers as individuals using variable data personalization. Increase the relevancy of your messaging and see your bottom line results improve.

VDP Defined: A Marketing Managers Quick Guide

September 7, 2010

VDP Defined: A Marketing Managers Quick Guide

By EU Services

Variable data printing (VDP) – also known as variable information printing or variable data personalization – is a form of on-demand printing in which elements such as text, graphics, and images are changed from one printed piece to the next without stopping or slowing down the printing press.

All variable data printing begins with a basic design that indicates which sections can be altered, along with a database of information that fills in the changeable fields. The information used to personalize each printed piece comes from a database or external file.

VDP enables the “mass customization” of documents via digital print technology. In other words, instead of producing 10,000 identical letters containing the same message to 10,000 customers, VDP can deliver 10,000 unique letters with customized messages for each customer. Such modern data management alchemy has the potential to generate better ROI than that of standard direct marketing campaigns.

At its most basic level, VDP involves changing the salutation or name on each printed piece. Each person’s name and address appears on each document to attract attention, but the marketing message is exactly the same for each customer, regardless of their relationship or value to your company or organization.

More complex VDP uses “versioning,” which allows for further customization designed for different market segments. Text and images are varied for groups of recipients based upon which market segment receives the piece. Segmented versions of a document are created to meet the needs of different groups. A list is segmented according to demographic attributes. Customized content is then delivered that best addresses the needs of each particular segment.

Finally, there is fully customized printing, which allows both text and images to be altered for each individual recipient. In this ultimate application of direct marketing, each document’s content is fully customized to be highly relevant and custom-tailored to specific individuals. A full-color document is dynamically composed, and everything in the document can be varied – the layout, text, and images – depending on the recipient.

in Custom Data Solutions, Direct Mail Production No Comments Tags: , ,

Paper Tidbits for Direct Marketing Designers

August 24, 2010

Paper Tidbits for Direct Marketing Designers

By EU Services

Paper is where we put ink. It’s beautiful and compelling, but paper also has a practical dimension.

For instance, did you know that the distracting effects of glare increase with age? So, when mailing to baby boomers, a non-glossy paper is a good choice for your messages!

Want to learn all about paper?

Paperspecs is, without a doubt, the industry’s favorite source for information about paper. The info you’ll find there is clear and friendly, plus those signed in as members are able to search for and find the paper they are looking for. Ask your production partner to help you locate what you want by searching paper choices by surface texture, paper mill, or color. A summary of paper features like FSC certification or recycled content helps you make eco-wise choices. Once you’ve decided, you also can find a local paper merchant, complete with contact information.

Paper can hold more than ink alone.

Designers have many “overprint coating” options to enhance and protect print projects. Take varnish, for example: This option for offset printing seals ink on paper to protect, enhance, or both. Varnish is available in gloss, satin, or dull finishes and can be applied to an entire sheet or limited to specific areas.

in Direct Mail Production, Package Improvement No Comments Tags: , , ,

Guide: What is Varnish?

24 page guide covering various overprint varnish, aqueous and ultraviolet (UV) coatings.

Freshen A Current Campaign with Variable Components

August 17, 2010

Freshen A Current Campaign with Variable Components

By EU Services

Direct marketers who already have a successful campaign are understandably reluctant to start “all over again” with a variable data printed effort. Fortunately, variable elements can be comfortably retrofitted to current campaigns.

Why bother? For better results, of course! VDP can surprise, delight, and—most important to management—perform.

Begin by dividing your mailing list into segments. Then decide what offer or call-to-action would motivate each group. From that point, start by replacing some static content with variable content (text, images, colors) based on these list segments.

It sounds complicated – and it can be – but we are experts at getting projects like these on the press. Even if you decide to do only part of the campaign in VDP, the effort is worth a test.

Case in Point: Static brochures, new customer kits, and recurring lead acquisition campaigns are the perfect projects into which VDP can be introduced. With sophisticated variable imaging technology, it’s even possible to tailor that photo on the front of your brochure to an image that speaks directly to  each customer.

Curious? EU has a host of variable imaging templates from which to choose. One is right for your project, so take a look at www.EUServices.com/Circus.

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