What’s a great way to make your customers feel special?
Personalization in marketing materials!
What would you rather read—a generic piece of mail addressed to “homeowner” or something that is directed at YOU specifically?
Variable Data Printing (VDP) allows you to target groups and individuals with incredible precision. Addressing by name is the bare minimum when it comes to personalization, however. You can do so much more!
In addition to the name, depending on which segment of your audience you are targeting, you can also tailor:
- the message
- the offer
- the call to action
- even the images
While personalization enhances all marketing campaigns, it is especially helpful to the nonprofit sector. In this case, the appeal is usually emotional and depends on being direct and tactful. The more the recipient can be drawn in the more successful the campaign.
VDP is also a great way to test different elements in a campaign. Send out an A/B test with various images or call to actions to see what performs best.