Direct mail variable imaging is used by many individuals and companies who take advantage of digital printing technology. Is this method right for you though, and can it help you get a better response from your mailers? The answer will depend on your specific situation, marketing preferences and goals, and a number of other factors as well.
Direct Mail Variable Imaging is More Personalized
There is no dispute that when it is done right direct mail variable imaging can increase the level of personalization that your mailer has. When you reach a consumer in this way they are more likely to view your company and your products in a more favorable light and more likely to trust you enough to make a purchase from you as a result of the personalization.
Digital Printing is Fairly Inexpensive
With the advancement of digital printing technology it is now fairly inexpensive to vary up the data and images that are included in a mailer. The cost that is added is very small, if there is any difference in price at all. If the cost is a concern this can be discussed with the professional printing company to see what your options are in this area.
How Relevant are the Images Used?
The success that you get from direct mail variable imaging will be directly linked to the relevancy of the images used. If you have highly relevant images you will probably get a better response than if you use a generic image that is not really relevant. Choose your images carefully with the end recipient in mind and you should see an increase in your campaign response rate.
There are many ways to make images relevant so that appears you are speaking directly to them.
- Birthday mailings can include an image of the gemstone of their birthday month.
- Veterinarians can use images of the specific type of pet owned
- Phone companies can include an image of the type of phone the recipient owns
- Recipients name can be placed on an image of a coffee mug, credit card, room key, etc.
Image Quality is a Factor
Another very important consideration with direct mail variable imaging is the quality of the images that are printed. Trying to perfectly reproduce a masterpiece by Michelangelo with digital technology will probably not be a big success. Most images can be reproduced with good quality though. Talk about this with the printer that you have chosen.
Before you have a company begin printing images, ask for their professional advice on the resolution and other image specifications…Low-resolution images that are stretched may not be as crisp and clear as you want them to be.
Give Your Company a Sense of Personality
When you take advantage of direct mail variable imaging you can give a sense of personality to your company entity, and provide the illusion of human aspects that consumers may really relate to. The best marketing materials ever created let the personality of the company owner and executives come through because this is something that appeals to consumers.
What do the Statistics Show?
Statistics show that the use of digital printing, and varying the images used based on the preferences of the consumer can be highly effective at increasing response rates. If your mailer is seen as generic, bland, or unappealing then your recipient will not get past the appearance to find out what you have to say and your item will be thrown out right away.
How are the Images Used for Targeting?
The effectiveness of direct mail variable imaging will depend on how you are using the images to target specific consumers. If you send photos of animal products to a consumer who does not own pets then this image will not get the response that you want. The same image may be very appealing to someone who owns pets.
Should You Vary the Images Used?
Should you vary the images that are used in your mailer when you use digital printing? There is no single uniform answer to this question because each case and the factors involved are different. The right decision in one case could be a mistake in another. In order to decide whether this method is right for you it is necessary to evaluate variable imaging with your situation in mind.
Your printing company should be your best friend in making the decision to use variable imaging. Their knowledge and experience will help guide you to the best choice for your circumstances.
Which Printing Method Have You Chosen?
If you insist on offset printing because the image reproduction must be exact then direct mail variable imaging will not be an option and the same image must be used repeatedly. This is because of the plate creation that must occur before printing can be started on an offset press.
Shake things up a little bit and use variable imaging in your next direct mail campaign. Call us today at 702-617.9000 to get started.