For any company that sends transactional mail to customers, you have an opportunity to personalize messaging to them right on the document. If you’re still adding inserts to transactional mail, variable data printing can help you toss them for good, saving you money and improving engagement with your customers.
What Is Variable Data Printing?
Variable data printing describes a process that combines fully digitally composed files with in-line print production. One print run includes each letter or statement, which can have customized messaging within the document. It streamlines printing, eliminating the need for inserts.
Why Is Variable Data Printing Better than Inserts?
Most people don’t deem inserts to be of much importance. They often aren’t relevant, or they dismiss them as having no value. Inserts typically hit the recycling bin without a glance. They are also an added expense to your print and mail runs.
Conversely, dynamic messaging on the statement will get more eyeballs. Your customers read and review communications, and when you add content here, it could trigger a response. Plus, you can ensure that people only receive information that pertains to them. Some options include:
- Upselling other products that they currently don’t purchase from you.
- Making them aware of special programs they qualify for.
- Delivering critical updates about their services, like rate changes.
- Incentives for referring others to your company.
There are no limits to what you can do with variable printing. It all depends on what you most want your customers to know. It’s one more channel to communicate with them.
Can Personalization Really Impact Engagement?
Personalization has become a vital way for businesses to engage audiences better. Here are some data points that qualify this:
- 72% of consumers respond to personalized marketing messages.
- 97% of businesses experienced more positive business outcomes as a result of personalization.
- Organizations that excel at personalization generate 40% more revenue than those that don’t.