If you’re looking to get better results from your direct mail marketing then one of the best ways to make that happen is by using Variable Data Printing to increase your direct mail response rates. Variable data is one of the most effective ways to personalize your direct mail and study after study proves how powerful this tactic can be. In addition, today, marketers now have access to unprecedented levels of data that can be used to create highly personalized mail that is guaranteed to grab the attention of customers and move prospects to take action.

Everyday, physical mailboxes get flooded with direct mail so the importance of personalization in your campaigns is the key to not only getting your postcard, package or flyer opened but also generating responses. In this article, we share with you examples of variable data printing to increase your direct mail response rates.

Use PURLs on Direct Mail to Capture Attention

With variable data printing (VDP), you can add unique PURLs on your direct mail that will capture the attention of every recipient in your campaign first, and then compel them to take action. A PURL or personalized URL, is a URL printed on a direct mail piece that includes variables specific to the campaign or recipient so it typically results in higher response rates due to the personalized nature.

PURLs used in your direct mail campaigns are a smart tactic for marketers for several reasons:

• PURLs stand out compared to a generic web address because they include a recipient’s first name, last name, first and last name, or some unique attribute personal to the recipient
• PURLs let you know when a direct mail piece drives visitors to your website because it can be tracked using Analytics and reported on in isolation
• PURLs help you build a profile of your respondent’s interest and behaviors. This information that can lead to better marketing decision making and more relevant engagement in the future

Personalize Your Direct Mail Recipient’s Name

For our second variable data printing example we’ll focus on using someone’s name to increase the response rate to your direct mail. It’s been known for a while that personalization improves performance, but recent studies have shown that the sky is truly the limit regarding response and ROI. We’ve all received something in the mail that seems like it was made and sent specifically for us because it included our name on it and how that made us feel special, valued or at least got our attention. For a number of different psychological reasons we pay attention to things that seem to be specifically tailored to us and one of the simplest ways to make that happen for direct mail is to add someone’s name (first name, last name or both). Once you have their attention, as long as the offer is good, you’re guaranteed to get a response.

Include Geographic Data to Generate A Higher Response Rate

One of the most powerful ways to generate higher response rates from your direct mail is to include geographic data. If you know the physical location of a segment of your audience, you can customize & personalize your direct mail for that area with things like imagery relevant to that region or text specific to that location or even include special offers from local businesses. This can make a direct mail campaign extremely personalized, get attention and generate an unprecedented ROI for you.

Utilize Demographic Data In Your Direct Mail Campaign

Demographics are a key part of your business’s marketing strategy, as they help you identify the individual members of your target audience by certain characteristics, wants, needs and interests. A lot of the demographic data you likely have on your audience is able to be used in personalizing your direct mail. Some of these variable data examples include: 

• Age – Are you targeting millennials? Seniors over 65?
• Birthdays and Anniversaries – Each month, send an offer to customers celebrating special occasions!
• Previous Purchases – Which customers may be due to replace their tires, for example?
• Political and Social Interests – Reach out to like minded people.
• Stage of Life – Are you seeking parents with small children at home? Empty nesters? Young, new homeowners?
• Marital Status – Does your target demographic include singles? Engaged couples? 
• Income – Personalized direct mail can be sent to a selected audience based on income data.
• Shopping Behaviors – Are you enticing current shoppers, or trying to introduce your business to an unfamiliar audience?
• Hobbies – Does your business appeal to people with a unique interest?
• Gender – How about inviting couples to purchase gifts for their significant others?

By using these types of demographic data in your direct mail, you’re able to generate higher responses from your campaigns because you can connect with recipients on a level different from other businesses sending out similar offers.

It’s our hope that these examples of variable data printing used in conjunction with direct mail have given you additional insight and motivation to move forward using personalization that will drastically improve your direct mail response rates.