Variable data direct mail takes direct mail marketing to a whole new level. Companies are using this technology to create highly personalized marketing mailers that grab attention and make sales.
Recently Dodge Mopar sent out a variable data direct mail piece to Dodge owners that were connected to a Dodge dealership in some way (they either purchased a vehicle from or have their car serviced at the particular dealership). On the front of this variable data direct mail piece was a picture of the make and model of the car, truck or van that the intended recipient owns. The message on the front of the mail piece read “John, get three great services on your Dodge vehicle for one low price! Open for details.”
Receiving a direct mail piece that has your name on it and a picture of something you own definitely gets your attention. Not only does Dodge know who their customers are and what they have, but they also know what they need. The offers on the inside of the mail piece matched to the type of vehicle that the owner has. For instance if you own a Dodge Caravan, the inside of the mailer has a coupon for an oil change and filter for Dodge Caravan for $18.95. If your vehicle has somewhere around 30,000 miles you will receive an ad containing a discount or rebate for a set of tires. All of these offers are relevant to the recipient of the variable data direct mail piece.
Dodge’s formula shows the genius in highly targeted direct-mail marketing. If you want higher return on investment for your direct mail you need to take advantage of your data. Think about ways to target your customers and send a relevant offer that will mean something to them.
At US Mailing House we have the capabilities to print full color variable data onto any type of mail piece you can think of. Even our famous snap mailers can be highly customized using full-color variable digital printing. If you’re ready to go one step beyond “customer name”, give US Mailing House a call and one of our knowledgeable representatives will be happy to discuss all of the options with you.