Personalized marketing promotes a particular product to the specific needs of an individual customer and is accomplished by using variable data printing. Variable data printing (VDP) is when elements such as text, graphics, and images are changed from one printed piece to the next by using digital printing technology and an external file source for the variable data.
79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo)
Why do variable data printing? Personalized or customized marketing has great benefits and it can be affordable too! Personalized marketing gets noticed. People are more likely to engage and act on a message when a marketing piece is personalized or customized to them. Some people may assume that personalized or customized marketing is generally practiced by large companies whose products are very expensive or unique, but it really can be quite affordable for small companies too. It can give you that step up in marketing that you may be looking for.
One of the most important things to remember when you plan your variable data print piece is that the data used needs to be clean, so that you can get the best value out of your marketing efforts. There are so many ways now to collect data from your customers and variable data printing is one great way to utilize that data you work to collect.
More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways. (Janrain)
At Kenning we can take variable data printing a step further with Vivid UV (Scodix). Vivid UV can be easily applied over already printed variable data or apply Vivid UV as the variable data printing itself. This is definitely one way to get noticed!
Here are three ways you can use variable data with Vivid UV (Scodix)
Text is one of the easiest ways to utilize variable data. This is true with Vivid UV variable data printing too. You can easily customize a printed piece by adding a personalized text element, like a company name, organization name, or a first or last name, with Vivid UV. Learn how to use variable text data with Vivid UV (Scodix) in this simple step by step tutorial created by Kenning.
Vivid UV can also be applied to variable images or graphics. Yes, we can do this too!
Another way to use variable data with Vivid UV is by adding variable background patterns to a printed piece which adds a great textured element. This is a perfect way to reach different audiences!
Lack of content relevancy generates 83% lower response rates in the average marketing campaign. (Constellation Research)