Variable Data Printing (VDP) is a powerful tool for marketers looking to create personalized, customized marketing materials that resonate with their target audience. With VDP, businesses can create multiple versions of a printed piece, each with unique text, images, and other design elements tailored to the individual recipient. In this article, we will explore the art of customization and how VDP is transforming marketing.
The Importance of Customization in Marketing
Customization is critical in today’s marketing landscape. Consumers are inundated with marketing messages on a daily basis, and it’s becoming increasingly difficult for businesses to stand out from the crowd. Customization allows businesses to create marketing materials that are tailored to the individual recipient, making them more engaging and memorable.
In fact, according to a study by Epsilon, personalized emails have a 29% higher open rate and 41% higher click-through rate than non-personalized emails. Customization can also lead to higher conversion rates, with a study by Monetate showing that personalized website experiences lead to a 19% increase in sales.
How VDP Enables Customization in Marketing
VDP enables customization in marketing by allowing businesses to create personalized and dynamic marketing materials at scale. Here are some of the ways VDP enables customization:
Variable Text
With VDP, businesses can create multiple versions of a printed piece, each with unique text tailored to the individual recipient. This allows businesses to create personalized messages that resonate with the recipient, increasing engagement and conversion rates.
Variable Images
Variable image printing is another powerful tool in the VDP arsenal. With VDP, businesses can change the images used in a printed piece based on data about the recipient. For example, a real estate agent can create a personalized postcard campaign, with each postcard featuring an image of a property tailored to the recipient’s preferences based on their search history.
Variable Color
Variable color printing is a feature of VDP that allows businesses to change the color of specific design elements based on data about the recipient. This level of personalization not only makes the piece more engaging for the recipient but can also increase the chances of them making a purchase.
QR Codes
QR codes are a popular way for businesses to connect with their target audience. With VDP, businesses can print personalized QR codes on marketing materials, each linking to a unique landing page tailored to the individual recipient. This allows businesses to track engagement and gain valuable insights into consumer behavior.
The Art of Customization
The art of customization is all about creating marketing materials that resonate with the individual recipient. It’s about understanding their preferences, behaviors, and needs, and tailoring the marketing message accordingly. Here are some tips for mastering the art of customization with VDP:
- Understand Your Audience
The first step in customization is understanding your audience. Who are they? What are their preferences, behaviors, and needs? What motivates them to make a purchase? By understanding your audience, you can tailor your marketing message to resonate with them.
- Use Data to Personalize
Data is the key to personalization. With VDP, businesses can use data to create personalized messages, images, and other design elements that resonate with the recipient. Use data from past purchases, search history, and other sources to create personalized marketing materials.
- Test and Iterate
Customization is an iterative process. Test different versions of your marketing materials to see what resonates with your audience. Use the data from your VDP campaigns to refine your message and design elements over time.
- Be Creative
Customization doesn’t have to be limited to text and images. With VDP, businesses can create unique and creative marketing materials that stand out from the crowd. Experiment with augmented reality, video, and other innovative technologies to create a truly memorable marketing experience.
Disclaimer: The views, suggestions, and opinions expressed here are the sole responsibility of the experts. No Everest Market Insights journalist was involved in the writing and production of this article.
